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Public service och sociala medier: En studie om hur redaktionerna på Morgonpasset i P3 och P3morgen använder sociala medier som arbetsverktyg
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Public service and social media : A study about how the editorial staff at Morgonpasset i P3 and P3morgen use social media as a communication tool (English)
Abstract [en]

The purpose of this study is to examine how the editorial staff from the Swedish radio program Morgonpasset i P3 and the Norwegian radio program P3morgen uses Facebook and Twitter and how they can use social media as a tool in the production. The purpose is also to examine how active both of the editorial staff are on Facebook and Twitter and which kind of language they use on Facebook and Twitter. The radio programs both work under a lot of similar conditions and are both controlled by public service in both countries. To conduct the study qualitative interviews was performed with the web editor Christoffer Malm from Morgonpasset i P3 and the radio presenter Silje Nordnes from P3morgen in combination with a quantitative content analysis. The study was conducted over a limited period of the autumn of 2013. The essay is based on theories on strategic communications, public relations and language in social media.

The result of this study shows that both of the editorial staff uses Facebook and Twitter to create a relationship with the listeners and also to create an on-going dialog. The editorial staff at Morgonpasset i P3 are more active on social media then the editorial staff at P3morgen. Both of the radio programs editorial staff is using a young, non-bureaucratically language on Facebook and Twitter. This study also shows that the public service organisation SR in Sweden have a more worked out strategy plan for how to use Facebook and Twitter than the public service organisation NRK in Norway have. 

Place, publisher, year, edition, pages
2014. , 44 p.
Keyword [en]
public service, journalists, social media, communication, communication strategies, Facebook, Twitter
Keyword [sv]
public service, journalister, sociala medier, kommunikation, strategisk kommunikation, Facebook, Twitter
National Category
Social Sciences Media and Communications
URN: urn:nbn:se:umu:diva-85668OAI: diva2:695034
Educational program
Programme in Media and Communication Studies
Available from: 2014-02-10 Created: 2014-02-09 Last updated: 2014-02-10Bibliographically approved

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