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Fjällen på Facebook: En kvalitativ studie om fyra Västerbottniska fjällanläggningars arbete med kommunikation på Facebook
Umeå University, Faculty of Arts, Department of culture and media studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Swedish Mountain Region on Facebook : A qualitative study of four mountain companies work with communication on Facebook (Swedish)
Abstract [en]

The author examines how four small companies within the tourism sector in the county of Västerbotten, Sweden, manage their Facebook accounts. The study is based on theories about marketing, PR, social media studies, place promotion and studies about portraying nature. The study relies on two methods; interwievs and visual discourse analysis. One interview was made with each company. The visual media discourse was made upon the Facebook posts from the companies. Posts from July 2015 to November 2015 were narrowed to two posts per company. The interwies show a very positive mindset towards Facebook as a platform for marketing. How ever all companies does not share excactly the same values of high lighting social media. Facebook is refered to as hard work where there is no easy way of knowing how to handle it. The visual media discourse analysis show that nature is the most frequent background in the Facebook posts and that the companies like to portray their enviroments positive. Humans are not shown very often and are rarely the main object in the pictures. The companies does not interract very much with their followers. Some companies have a closer relation to the followers and some are very distanced. Place promotion is commonly used but without any deeper reflections about it. 

Place, publisher, year, edition, pages
2015. , 34 p.
Keyword [en]
Communication, Västerbotten, Facebook, Social Media, Place Promotion, PR
Keyword [sv]
Kommunikation, Västerbotten, Facebook, sociala medier, platsmarknadsföring, PR
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-115633OAI: diva2:900192
Educational program
Programme in Media and Communication Studies
Available from: 2016-02-09 Created: 2016-02-03 Last updated: 2016-02-09Bibliographically approved

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