This qualitative study intends to identify how the military profession is represented on the Swedish Armed Forces’ Instagram account from March 1 to September 1 2017. The method used is Multimodal CDA, which enables the investigation of both linguistic and visual elements. Ten Instagram posts are analyzed in order to examine how representations are formed linguistically and visually, as well as how language and images interact to form the picture of the Swedish soldier. The study focuses on concepts such as power and ideology, but strategic narrative also plays an important part in the analysis. The results show that the Swedish Armed Forces mainly tells a story in which values such as collectivity, functionality, challenges and personal growth are highlighted. Meanwhile, stories of combat, conflict and war are absent.

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.