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1	Local identity and place branding use as a corporate branding strategy. The case of Länsförsäkringar Martínez Climent, Rocío January 2019 (has links) This master thesis aims to contribute to the available literature on how place branding can be used for enhancing local identity and how this affects audience participation, in particular: engagement on social media. The case of two campaigns of the Swedish cooperative bank Länsförsäkringar are used to demonstrate the initial hypothesis: local identity and place branding use in campaigns as part of a corporate branding strategy increases followers’ engagement and participation on social media. To that end, essential theoretical concepts in order to understand the research approach and methods are explained in the following sections. For this thesis, the encoding/decoding theory by Stuart Hall is used as theoretical framework, along with some other key theoretical aspects such as identity theory, globalization and place branding.Two different campaigns of Länsförsäkringar are analysed following a mixed approach by carrying out a visual semiotic analysis of the materials (mainly photographies, posters or videos) with an autoethnographic and constructivist perspective, and a social media analysis by looking at the engagement that those campaigns generated on Länsförsäkringar’s social media. The findings show that the use of local identities and local place branding as a corporate branding strategy impacts positively on some types of social media engagement by appealing to the online community’s common origin, heritage and geography. local identity identity place branding local place branding social media visual semiotic analysis Humanities and the Arts Humaniora och konst
2	"Det är det jag brukar säga, vi jobbar ju med ständig kriskommunikation" : En receptionsstudie av hur känslor används av kommunikatörer samt tolkas av mottagare i hållbarhetskommunikation / “It’s what I usually say, we work with constant crisis communication” : A reception study of how emotions are used by communicators and interpreted by recipients in sustainability communication Forssell, Linnea January 2021 (has links) The purpose of this reception study is to increase the understanding of how perceptions correspond between communicators and recipients regarding which feeling is perceived to engage the most in the context of sustainability communication. The theoretical frame stretches from Sara Ahmed's theory about how actions are reactions of feelings, the green gap, living in denial, Tim Jensen’s theory about environmental guilt and theories in politics that include subactivism and Chantal Mouffe's theory about the importance of an “us and them” in opposition political movements. The study also includes theories within semiotic analysis, reception analysis and Stuart Hall's encoding/decoding model. The reception study is divided into two methods. The first method is a visual semiotic analysis that made it possible to find the preferred reading of the commercials. The second method is qualitative interviews which made it possible to analyse the way recipients interpret the message of the commercials. Analysing tools within reception analysis were applied to the material from the interviews with the recipients. The study also utilized a comparative analysis of interview responses between the communicators and recipients to locate possible differences in perceptions of sustainability communication. The study's results show that positive emotions encourage recipients to maintain the already sustainable lifestyle they consider themselves to have but it also make them feel skeptical to the message. The negative emotions encourage them to make a behavior change but it also makes the recipients feel hopeless. The analysis however shows that the target group do not believe that they will make any further changes as they already believe that they are acting sustainably. The study has also identified some of the challenges that communicators face when it comes to sustainability communication. One is that the recipients respond best to the communication that they tend to avoid and another challenge is to find the balance between positive and negative emotions so that the recipient feels that the message is trustworthy. The study has also shown the importance of giving the recipients sustainable tools they feel they can act on. Dissonance between recipients and communicators regarding the sense of community has been located. Sustainability communication Feelings Emotions Behavior change Commercial Reception study Visual semiotic analysis Qualitative interviews Hållbarhetskommunikation Känslor Beteendeförändring Reklam Receptionsstudie Semiotisk bildanalys Kvalitativa intervjuer Media and Communications Medie- och kommunikationsvetenskap
3	A visual semiotic analysis of the hidden meanings, myths and ideologies in Old Mutual South Africa's CSR 2.0 corporate advertising Eiman, Simoné Marianne 05 1900 (has links) Abstracts in English and Afrikaans / The aim of this exploratory study was to investigate the underlying meanings of Old Mutual South Africa’s (OMSA’s) CSR 2.0 corporate advertisements. It specifically examined the underlying myths and ideologies conveyed through the texts. This qualitative study was conducted by means of a visual semiotic analysis (Machin 2012) on eight CSR 2.0 corporate advertisements, which were purposively selected. A theoretical framework to measure visual CSR 2.0 corporate advertisements was developed, which aided in the sampling, data analysis and interpretation processes. The findings of the study indicated that by positioning its CSR 2.0 positively in terms of change and transformation, progress and equal opportunities for all citizens, OMSA is fostering stakeholder-organisation relationships. In addition, it was also found that OMSA adopts established representational tropes of CSR 2.0 and use them repetitively that firmly entrenches the intended/encoded message to the viewer. / Die doel van hierdie verkennende studie was om die onderliggende betekenis van CSR 2.0 korporatiewe advertensies in Ou Mutual Suid-Afrika te ondersoek. Dit is spesifiek gemoeid met die onderliggende mites en ideologieë wat deur middel van die tekste oorgedra word. Die kwalitatiewe studie is uitgevoer deur middel van 'n visuele semiotiese ontleding (Machin 2012) op agt CSR 2.0 korporatiewe advertensies, wat doelbewus gekies is. 'n Teoretiese raamwerk, om visuele CSR 2.0 korporatiewe advertensies te meet, is ontwikkel, dit het bygedra tot die steekproefneming, data-analise en interpretasie prosesse. Die bevindinge van die studie dui daarop dat deur CSR 2.0 positief in terme van verandering en transformasie, vooruitgang, en gelyke geleenthede vir alle burgers te posisioneer, OMSA verhoudings met belanghebbendes kan bevorder. Daarbenewens is ook gevind dat OMSA gevestigde temas van CSR 2.0 implementeer en hulle herhaaldelik gebruik wat juis die beoogde / gekodeerde boodskap stewig aan die kyker bevestig. / Communication Science / M. A. (Communication Science) CSR 2.0 CSR 1.0 Visual semiotic analysis Iconography Denotation Connotation Carriers of connotation Iconographic symbolism Myth Ideology Contextualisation Representation Corporate identity Corporate advertising Interpretivist Realism CSR 2.0 CSR 1.0 Visuele semiotiese Ikonografie Denotasie Konnotasie Draers van konnotasie Ikonografiese simboliek Mites Ideologie Kontekstualisering Verteenwoordiging Korporatiewe identiteit Korporatiewe advertensies Interpretivistiese Realisme 659.10968

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Local identity and place branding use as a corporate branding strategy. The case of Länsförsäkringar

A visual semiotic analysis of the hidden meanings, myths and ideologies in Old Mutual South Africa's CSR 2.0 corporate advertising