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Konst och kultur i dagens digitala samhälle: En studie om hur kulturella och kreativa näringar använder sig av digitala medier, digital marknadsföring och kommunikation
Umeå University, Faculty of Social Sciences, Department of Informatics.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Businesses today, regardless of the type of occupation they supply or offer, are all encountering competition on the market whether it is within the same type of field or not; especially smaller or new businesses, but as said; it applies to all. This has almost always been the case though, with some exceptions of course, but during the last couple of years, thanks to the rapidly growing technology and digitalization, the facing challenges regarding marketing and communication has increased; even for the large, existing businesses. If the lack of education and adaptation concerning digital marketing and efficient communication still remains, businesses will fail in growing their company effectively. This paper have thus studied the usage of these marketing- and communication methods within businesses as well as their vision of the future, where the chosen field of practice was the cultural and creative ones. This was due to the fact that these businesses have a specific and long history with analog marketing and mediums as well as that the current state regarding this transformation are somewhat problematic for some. The data gathering took form as qualitative interviews with six respondents; all different in size, operating years and occupations, with questions regarding their current state and course of action on the subject of their type of business development. The responses were then compared and analyzed with current science to identify some existing obstacles and how they’re solving them, what type of media they use and on which platforms in relation to their occupation as well as their vision of the future. As complicated as their state might seem in the first place, both from an overview as well as the researchers own experiences, they expressed themselves as relatively successful concerning the impact of digitalization and technology, digital- and social media marketing and visual amplification on communication. This, including their optimistic response to their future situation since this digitalization has given them more benefits than obstacles. This gathered information will hopefully give knowledge about digital aspects surrounding marketing strategies and which visual medias applies to what platform and how it can be used in the most effective way for future cultural and creative businesses to adapt and learn from.

Place, publisher, year, edition, pages
2019. , p. 48
Series
Informatik Student Paper Bachelor (INFSPB) ; 2019.28
Keywords [sv]
kulturella och konstnärliga näringar, kommunikation, visuell kommunikation, digital marknadsföring, spridbarhet, klibbighet, crossmedia
National Category
Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:umu:diva-159567OAI: oai:DiVA.org:umu-159567DiVA, id: diva2:1319517
Educational program
Digital Media Production
Supervisors
Examiners
Available from: 2019-06-04 Created: 2019-06-02 Last updated: 2019-06-04Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • Other style
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Language
  • de-DE
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  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
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  • text
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