Live nu! is an essay in media and communication studies covering 15hp. The authors
have, by interviewing five Swedish companies, looked at how Periscope as a
livestreaming medium is viewed and used for marketing purposes, as well as how it has
changed the media climate of today. This by analysing the interwievs in a theoretical
context based on theories conserning user generated content and the concept of Webb
2.0 as well as theories on marketing and the creation of value for costumers. Henry
Jenkins theory about convergence culture was also applied. Discourse analysis is the
method used in the qualitative work that make the foundation of this essay. The
material was analysed and categorised using tools such as nodal points, chains of
equivalence and articulations. Theories on marketing, user generated content and Webb
2.0 were then used to make a deeper analysis of the content.
The results of the study shows Periscope viewed by Swedish companies as a tool to
create content on costumers terms. A type of content built on trustworthiness,
transparency and, if used in the right way, interactivity. Periscope is seen as a way to
achieve a more personal dialog with the target group and to strengthen the brand whilst
giving costumers value outside of consumable products.
2016. , 48 p.