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Det polisiära självporträttet -En kvalitativ innehållsanalys av @Polisen på Instagram
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

During the past recent years the Police presence on social media in Sweden has grown. These new tools and resources have resulted in a change of practise in communication. This qualitative study intends to identify how the Swedish Police have portrayed themselves on the social media platform Instagram, in relation to organizational identity theory and strategic communication theory, during the period 1 January to 26 October 2018. This has been done by applying a multimodal critical discourse analysis method to 13 Instagram posts, posted on the official national swedish Police Instagram account, @Polisen. The results show that the Swedish Police mainly portray themselves using values such as efficiency, collectivity, availability, functionality, masculinity and dedication. Meanwhile there is a lack of self criticism, hierarchy and ethnic variety. The results also show that the police do achieve their strategic goals to some degree, while there is also a non-disclosed marketing agenda present in regards to the Swedish Police Academy.

Place, publisher, year, edition, pages
2019. , p. 64
Keywords [en]
Instagram; qualitative content analysis; swedish police; multimodal CDA; organisation identity; strategic communication; social media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-71919OAI: oai:DiVA.org:oru-71919DiVA, id: diva2:1283827
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2019-01-30 Created: 2019-01-30 Last updated: 2019-01-30Bibliographically approved

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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