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Har svenska idrottsföreningar blivit sina egna mediehus?: -En kvalitativ studie om svenska idrottsföreningars arbete medstrategisk kommunikation
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This qualitative study examines how four Swedish sports organizations understands strategic communication. It also examines how the sport organizations creates media content and if they are trying to take over the process from the traditional news media. The study uses qualitative interviews as a method and the theories of strategic communication and sport marketing. The results show that the sports organizations are more or less strategic in their work when it comes to communication plans and their social media channels. The results of the study also show that the sports organizations are keen to take control over media content and through that, their need of the traditional news media is in decline. Finally, the loyalty of the supporters is essential for the sports organizations and they try to build it through interaction via their social media channels.

Place, publisher, year, edition, pages
2017. , 50 p.
Keyword [en]
Qualitative interview. Strategic communication, Sport marketing, Loyalty, Identity, Media content, Social media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-59006OAI: oai:DiVA.org:oru-59006DiVA: diva2:1128638
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2017-07-27 Created: 2017-07-27 Last updated: 2017-10-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
  • rtf