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Kommunikationsstrategier i en föränderlig värld: En kvalitativ studie om hur kommuner och företag ser på kommunikationsstrategier
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
Communication strategies in a changing World. : A qualitative study of how municipalities and companies are looking at communication strategies. (English)
Abstract [en]

This study aim to examine how municipalities communicate with their citizens and how they and different companies think about communication strategies. The development of media has created alot of opportunities for the marketers today, and that shows clearly in this study. The companies seem to constantly find new ways to get the world to consume. Many people have got access to the internet and it ́s hard not to pass by a brand while you ́re out there. Alot of things are branded material on the internet, and wether we want it or not, we will in some way be affected. But have the people growing up with the internet and social media, been immune against some advertising? Can we say that all of us are somekind of marketers today? With the connection to social media and other plattforms on the internet it ́s really easy to spread your, and you can even get paid for it.

Using famous faces in classic advertising is nothing new, but now that we have got easily access to digital media, mabey the marketers can use this kind of tool differently. It may not be any different if it ́s a famous person or just a regualr person who ́s the sender of the message. For 10 years ago, alot of marketing were employees at big companies who wanted to create a strong brand ang sell alot of products. Nowadays the marketing has spread to all sorts of organisations. More and more municipalities in Sweden are developing their communicationdepartments. Why? They have realised that 2015 requires good communication skills. The result of this study shows some of the difference between the communications strategies by municipalities and the by the companies. It does matter that the municipalities are guided by the politicans, and they don ́t want to act as much leader. With the companies, there is all about the money and what resources they have got. All publicity is good, and they need it to expand. 

Place, publisher, year, edition, pages
2015. , 36 p.
Keyword [en]
communication strategies, municipalities, business, advertising, digital media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-116678OAI: oai:DiVA.org:umu-116678DiVA: diva2:902028
Educational program
Programme in Media and Communication Studies
Supervisors
Examiners
Available from: 2016-02-10 Created: 2016-02-09 Last updated: 2016-02-10Bibliographically approved

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