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Nålen i höstacken: En studie i hur Kalmar kommun kan kommunicera med unga genom sociala medier.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The needle in the haystack : A case study in how the municipality of Kalmar can communicate with young people through social media (English)
Abstract [en]

The municipality of Kalmar have a problem, how to reach and communicate with young people in Kalmar. In today’s changing media environment it gets more difficult to stand out and reach audience with messages and especially with the new forms of media that has revealed. Therefore, we have been commissioned to develop recommendations on how the municipality of Kalmar can communicate with young people in Kalmar. 


The purpose with this study is to investigate which media channels young people in Kalmar use and their attitudes towards social media in particular. We wanted to find out how the municipality should communicate to reach them and what attitude youths have against the municipality in general. In our study we used a qualitative approach in order to go deeper into the study and find out what opinions young people have against the municipality instead of just scratching the surface.


Our conclusion from this study is that the municipality should make use of social media to communicate with the younger people living in Kalmar. This is the most popular form of media among youngsters and a way for the municipality to communicate with the young people’s platform. We also came to the conclusion that it is important to have a new thinking and creative mind when it comes to communication with young people through social media.

Place, publisher, year, edition, pages
2011. , 45 p.
Keyword [en]
Social media, media consumption, youths, viral marketing, strategic communication, guerilla marketing, municipality
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-12214OAI: diva2:421357
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2011-06-14 Created: 2011-06-08 Last updated: 2011-06-14Bibliographically approved

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Nålen i höstacken(1007 kB)160 downloads
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Holmström, SofiaPersson, Ulrika
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