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Share anything Swedish: -En studie av
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Title: Share anything Swedish – a study of (Share anything Swedish – en studie av

Number of pages: 57 (64 including attachments).

Author: Daniela Brandel.

Tutor: Else Nygren.Course: Media and Communication Studies C.

Period: Fall 2008.

University: Division of Media and Communication, Department of Information Science, Uppsala University.

Purposes/Aims: To learn what happens when the public-private tourism organisation VisitSweden starts an online community, where anyone is free to post stories and photos about a Swedish experience, and to understand how a participatory culture can help an organisation develop relevant material and thereby reach a wider audience.

Material/Method: The study is an analysis of VisitSweden's community CommunityOfSweden, its structures as well as VisitSweden's use of the information posted by the readers on the community. Hence the material consists mainly of content from the community and the webpage In addition, the study is also based on an interview with VisitSwedens communitydriver Tommy Sollén.

Main results: Members of CommunityOfSweden help VisitSweden to promote Sweden. This is possible because the community posting format and the participatory culture within the community are well designed and planned by VisitSweden, even though the organisation was not completely sure about the outcome. By keeping an open and friendly yet framed space and by trusting the users, VisitSweden in conjunction with its CommunityOfSweden resource has been able both to generate more material about Sweden and present a broader picture of Sweden.

Keywords: Community, Consumer, Nation branding, Marketing, Participatory culture, Producer, Suggestions, Sweden, Web 2.0.

Place, publisher, year, edition, pages
2009. , 64 p.
URN: urn:nbn:se:uu:diva-155159OAI: diva2:424505
Subject / course
Media and Communication Studies
Educational program
Freestanding course
Social and Behavioural Science, Law
Available from: 2011-06-23 Created: 2011-06-17 Last updated: 2011-06-23Bibliographically approved

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