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Självupptagna eller inbjudande?: En kvantitativ och kvalitativ undersökning om hur NGOs kommunicerar med sin publik på Facebook.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Self-absorbed or inviting? : A quantitative and qualitative examination about how NGO’s communicate with their audience on Facebook. (English)
Abstract [en]

Worldwide result over internetusers show that Sweden internet users comes at third place. The technological development has been explosive. Individuals can with the help of technology live some, in other cases all their social lifes through social media. Therefore organizations has a lot to gain by using social media to interact and start up dialogue with their audicence. There are different views whether a civic society has developed on internet or not. The focus in our thesis has been on NGO’s, if and how they choose to communicate with their audience on Facebook. The NGO’s in question was WWF, The Red Cross, UNICEF and Greenpeace. Our purpose with our thesis was to examine the communication on Facebook and what phraseology the organizations used on Facebook.


We have done this thesis through our theoretical framework with a Habermasian overhaul, further with Web 2.0, PR 2.0 and interactivity. With quantitative and qualitative methods we examined how the organizations used interactivity and if they opened up to a dialogue with their audience.


Our main findings was that the organizations didn’t use interactivity or opened up to a dialogue on Facebook. WWF was the organization that used interactivity and tried to start a dialogue. The organizations language was often casual and sometimes even personal. This suggests that social media has changed parts of the language organization can use on social media. The discussion whether social media is a new place for civic conversations and what role organizations and corportation can and should play is a discussion in time. Further academic research could focus on how NGO’s use different kinds of social media, also how the audience feel and think regarding interaction and dialogue on social media. These are questions that needs to be further explored.

Place, publisher, year, edition, pages
2014. , 47 p.
Keyword [en]
NGO’s, communication, Habermas, Web 2.0, PR 2.0, Facebook, interaction
Keyword [sv]
NGOs, kommunikation, Habermas, Web 2.0, PR 2.0, Facebook, interaction
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-35779OAI: diva2:730648
Subject / course
Media and Communications Science
Educational program
International Communication Programme, 180 credits
Available from: 2014-07-07 Created: 2014-06-29 Last updated: 2014-07-07Bibliographically approved

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