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SAGAN OM DET DIGITALA VARDAGSLIVET - En kvalitativ studie över Telenors tillämpning av narrativitet som strategisk kommunikationsresurs
Umeå University, Faculty of Arts, Department of culture and media studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
THE DIGITAL EVERYDAY LIFE - A qualitative study over Telenors use of narrativity as a strategic communication resource. (English)
Abstract [en]

In the last couple of years, the amount of commercial messages in our society has increased steadily which in turn has made us humans very critical against all kinds of advertising. Brand researcher Douglas B. Holt even claims that this directly threatens brand's trustworthiness. As a backlash and result of this situation, a couple of companies has begun to change the way they communicate to the big audience through the TV or computer screen - so-called native advertising or narrativity. A Swedish company that has been specially noticed for its commercials is Telenor with its campaign “Telenorfamiljen” where we get to follow an ordinary family through life where different kinds of technical products are used to ease life. 

The purpose of this essay is to take a closer look at how Telenor strategically have chosen to build up their commercial campaign by narrative perspectives with the help of semiotic tools. The material, consisting of three chosen commercials from the campaign, was analyzed with a combined narrative and semiotic method with a primary focus on the narrative. 

The result did not only show an appliance of the narrative, but also how Telenor has taken advantage of the tools that the narrative offers. This has been done to credibly give the recipients a story that they can relate to. Furthermore, the narrative elements seem to have been selected with great care since each part is individually significant and influences the story as a whole if it was being replaced. Neither Telenors logotype, products and services were given much visual attention which in turn proves how Telenor wants to be seen as a brand that focuses on the individual and its everyday life rather than its own gain. 

Place, publisher, year, edition, pages
2019. , p. 51
Keywords [en]
narrativity, strategic communication, strategy, commercials, branding, values, storytelling, semiotic analysis, narrative analysis.
Keywords [sv]
Narrativitet, strategisk kommunikation, strategi, reklam, varumärke, företagsvärderingar, storytelling, semiotisk analys, narrativ analys
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-162964OAI: oai:DiVA.org:umu-162964DiVA, id: diva2:1348274
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2019-09-04 Created: 2019-09-03 Last updated: 2019-09-04Bibliographically approved

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Citation style
  • apa
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  • en-US
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Output format
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