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När  organisationer berättar: En multimodal kritisk diskursanalys av Airbnbs Corporate storytelling
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today the society is bombarded with advertisement, and therefore it is a great challenge fororganizations to reach the audience with their message. One way for organizations to distinguish themselves from others is to create a story and build their marketing around that story. This is called Corporate storytelling and has today become a prosperous strategy for many companies and organizations around the world. Corporate storytelling is a marketing strategy that in many ways create a positive feeling, but at the same time it is conveying an image of society through the unexpressed that the advertising basically rest on. The purpose of this study is to analyze the online community Airbnbs use of Corporate storytelling using a multimodal critical discourse analysis. I study three of Airbnbs “community stories”. The conclusion of this study is showing that the stories are composed of typical narrative tools, and that they use a language that creates an equalistic dialog with the viewer. Furthermore the results show that there exist differences in how the stories create the man and the women.

Place, publisher, year, edition, pages
2017. , 57 p.
Keyword [sv]
Storytelling, Corporate storytelling, Multimodal kritisk diskursanalys, Airbnb, narrativ
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-55692OAI: oai:DiVA.org:oru-55692DiVA: diva2:1074168
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2017-02-14 Created: 2017-02-14 Last updated: 2017-02-14Bibliographically approved

Open Access in DiVA

fulltext(2920 kB)88 downloads
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School of Humanities, Education and Social Sciences, Örebro University, Sweden
Media and Communications

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf