”Vi är inga maskiner”: En studie om P4-redaktionernas kommunikation via Facebook
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"We Are Not Machines" : A Study About P4 Channels CommunicationThrough Facebook (English)
The purpose of this study is to see how five different local radio stations, P4, within the public service organization Sveriges Radio communicate with their listeners through Facebook and how they differ from each other.
We have also studied how the radio stations follow Sveriges Radios’ policies for socialmedia usage and how the communication through Facebook can benefit thetraditional radio. Our study contains a combination of quantitative content analysis with qualitative interviews. We studied the five stations’ Facebook pages from for the quantitative content analysis and interviewed those who were responsible for the social media pages, such as web editors and channel managers.
Our conclusions are that the P4-stations communicate through Facebook to create a dialogue with the listeners and to reach two-way communication; the stations published mostly written updates that encouraged interactivity. The P4-stations work coherently with their Facebook pages although some differences have been detected. The stations strategies match overall the guidelines for social media usage in the handbook published by Sveriges Radio. Facebook can be used to reach new target groups for the traditionalradio channel, as well as immerse the relationship between the existing loyal listeners and the radio station.
Place, publisher, year, edition, pages
2013. , 59 p.
social media, Facebook, Sveriges Radio, public service, relationship management, strategic communication
sociala medier, Facebook, Sveriges Radio, public service, relationshantering, strategisk kommunikation
Media and Communications
IdentifiersURN: urn:nbn:se:lnu:diva-26512OAI: oai:DiVA.org:lnu-26512DiVA: diva2:628331
Subject / course
Media and Communications Science
Media Management Programme, 180 credits
Meldré, Helena, Univ.adjunkt
Ringfjord, Britt-Marie, Univ.adjunkt