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Live nu!: En kvalitativ undersökning om svenska organisationers användande av och syn på Periscope som medium.
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Live nu! : A qualitative study of Swedish organizations' use of and views on Periscope as a medium. (English)
Abstract [en]

Live nu! is an essay in media and communication studies covering 15hp. The authors

have, by interviewing five Swedish companies, looked at how Periscope as a

livestreaming medium is viewed and used for marketing purposes, as well as how it has

changed the media climate of today. This by analysing the interwievs in a theoretical

context based on theories conserning user generated content and the concept of Webb

2.0 as well as theories on marketing and the creation of value for costumers. Henry

Jenkins theory about convergence culture was also applied. Discourse analysis is the

method used in the qualitative work that make the foundation of this essay. The

material was analysed and categorised using tools such as nodal points, chains of

equivalence and articulations. Theories on marketing, user generated content and Webb

2.0 were then used to make a deeper analysis of the content.

The results of the study shows Periscope viewed by Swedish companies as a tool to

create content on costumers terms. A type of content built on trustworthiness,

transparency and, if used in the right way, interactivity. Periscope is seen as a way to

achieve a more personal dialog with the target group and to strengthen the brand whilst

giving costumers value outside of consumable products.

Place, publisher, year, edition, pages
2016. , 48 p.
Keyword [sv]
livestreaming, periscope, content marketing, webb 2.0, deltagarkultur
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-119331OAI: diva2:920081
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2016-04-18 Created: 2016-04-15 Last updated: 2016-04-18Bibliographically approved

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