Financial experts from various financial institutions are often seen in media. Media’s objec-tive towards the society is to report occurring events of interest to its audience. Media ap-pearances through giving expert opinions, is for financial institutions costless and a reason-ably effective way of promoting their top analysts and strategically position their firms. For the financial institutions, there exists competition for being allowed to participate and give expert reports when media is in need for a comment, and therefore a media strategy is con-sidered required. The purpose, used as guidance in this thesis, is to describe the Swedish financial media en-vironment and analyze why certain financial institutions are more active than others. The method when conducting research in this thesis is a combination of both an inductive and deductive approach. The underlying factor behind this choice, rests in the strive to ful-fill the purpose in most satisfying manner and receive as valid and reliable data as possible. The study also uses both quantitative and qualitative data. Statistical research in media companies’ databases and interviews with persons with key positions at the financial insti-tutions has been conducted. The thesis stresses the fact that the broadcasting companies approach strategies towards the Swedish financial industry differently. However, this thesis proves that another reality governs. In truth, all the broadcasting companies have common references for the most appealing financial expert when asking for expert opinions. The financial institution’s standpoints differ in the area of media appearance. The thesis concludes that financial institutions with the most prominent desire to participate and comment a broad range of financial segments in media are proved to be successful in this area. In general though, as a financial institution on the Swedish market, this thesis shows no correlation between having an outspoken media strategy and being successful in this field. This thesis concludes that when discussing which financial institutions that is more suc-cessful than others, the size of the company is important to take into consideration. The study has also proved that financial experts, often equivalent with the analyst, are appeared to be vital for any financial institution in order to succeed in media.

<p>Financial experts from various financial institutions are often seen in media. Media’s objec-tive towards the society is to report occurring events of interest to its audience. Media ap-pearances through giving expert opinions, is for financial institutions costless and a reason-ably effective way of promoting their top analysts and strategically position their firms. For the financial institutions, there exists competition for being allowed to participate and give expert reports when media is in need for a comment, and therefore a media strategy is con-sidered required. The purpose, used as guidance in this thesis, is to describe the Swedish financial media en-vironment and analyze why certain financial institutions are more active than others. The method when conducting research in this thesis is a combination of both an inductive and deductive approach. The underlying factor behind this choice, rests in the strive to ful-fill the purpose in most satisfying manner and receive as valid and reliable data as possible. The study also uses both quantitative and qualitative data. Statistical research in media companies’ databases and interviews with persons with key positions at the financial insti-tutions has been conducted. The thesis stresses the fact that the broadcasting companies approach strategies towards the Swedish financial industry differently. However, this thesis proves that another reality governs. In truth, all the broadcasting companies have common references for the most appealing financial expert when asking for expert opinions. The financial institution’s standpoints differ in the area of media appearance. The thesis concludes that financial institutions with the most prominent desire to participate and comment a broad range of financial segments in media are proved to be successful in this area. In general though, as a financial institution on the Swedish market, this thesis shows no correlation between having an outspoken media strategy and being successful in this field. This thesis concludes that when discussing which financial institutions that is more suc-cessful than others, the size of the company is important to take into consideration. The study has also proved that financial experts, often equivalent with the analyst, are appeared to be vital for any financial institution in order to succeed in media.</p>

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-28T12:39:34Z No. of bitstreams: 1 João O S Matta.pdf: 6179212 bytes, checksum: 75abecc882c4266cce3b2d55ebf4ceed (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-28T12:41:34Z (GMT) No. of bitstreams: 1 João O S Matta.pdf: 6179212 bytes, checksum: 75abecc882c4266cce3b2d55ebf4ceed (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2016-11-28T12:43:04Z (GMT) No. of bitstreams: 1 João O S Matta.pdf: 6179212 bytes, checksum: 75abecc882c4266cce3b2d55ebf4ceed (MD5) / Made available in DSpace on 2016-11-28T12:43:30Z (GMT). No. of bitstreams: 1 João O S Matta.pdf: 6179212 bytes, checksum: 75abecc882c4266cce3b2d55ebf4ceed (MD5) Previous issue date: 2008-03-26 / Media culture has been dominant in the daily life of various types of public, including young people. The cult of celebrities is a social practice that is present in the internet and it is interwoven in a media system that is occupied by different types of logic, including that of the cultural industry. Nowadays, an industrial culture of entertainment uses media as an ally in order to achieve its business targets. At the same time, young people appropriate spaces of this same media culture in order to establish group cults to superstars. As part of the media system, the internet has been a privileged locus to focus on symbolic constructions and social appropriations by young audiences. In this area, it is possible to make up different types of identities. There are several ways to build the self within cyberspace. Among the identity constructions which are made possible by the content produced in the internet, we can emphasize the veneration and rejection of ephemeral musical idols. Taken as media products, these idols can function as identity matrixes for young people who take part in communities in cyberspace. In view of all this, the present dissertation studies the media strategies that produce celebrities in the internet. We intend to study the admiration processes of pop singer Avril Lavigne´s fans and antifans. She is a star from the musical universe that intensily affects young people around the world, including Brazillian youths. Our objectives are to study the media production concerning Avril Lavigne in the internet as well as the several types of mediation present in this territory. / A cultura da mídia tem se apresentado de forma dominante no cotidiano de diversos públicos, entre eles os jovens. O culto a celebridades é uma prática social que está presente nas teias da internet e se entrelaça com um sistema midiático que é ocupado por diferentes lógicas, entre elas a da indústria cultural. No contemporâneo, uma cultura industrial do entretenimento utiliza a mídia como aliada para atingir seus objetivos comerciais. Ao mesmo tempo, jovens se apropriam de espaços da mesma cultura midiática para estabelecer um culto grupal a astros e estrelas. Parte deste sistema da mídia, a internet tem sido um locus privilegiado para se constatar construções simbólicas e apropriações sociais realizadas pelo público jovem. Neste espaço, é possível se construir diferentes tipos de identidades, formas diversas de se constituir o eu neste ciberespaço. Entre as possíveis construções identitárias a partir do que é veiculado pela internet, está a adoração e a rejeição de ídolos efêmeros da música. Como produtos midiáticos, estes podem servir de matriz identitária para jovens que se estabeleceram comunitariamente no ciberespaço da internet. Diante disto, esta dissertação estuda as estratégias midiáticas que constroem celebridades na internet. Pretende-se, para isto, debruçar-se sobre a admiração de fãs e antifãs da cantora Avril Lavigne. Trata-se de uma estrela do universo musical que afeta de forma intensa o público jovem em todo o mundo, inclusive no Brasil. Os objetivos deste trabalho são estudar a produção midiática na internet da popstar Avril Lavigne, assim como as diferentes mediações que estão presentes neste território.

Research show that social media are effective channels to use in branding, at the same time Swedish municipalities are increasingly starting to see the importance of branding and reports show that  they are using social media channels for branding purposes. Even though reports show that the municipalities are using social media channels in branding there is a lack of studies done on how they are using social media in branding. To examine this two research questions is developed; (1) What is branding for a municipality and (2) How are municipalities using social media in branding. To examine the research questions different theories are applied and a conceptual framework is developed based on theories from branding, social media and branding in social media. To collect data for the research a qualitative study with three case studies (three Swedish municipalities) is conducted. The primary data from the three cases is collected through face to face interviews with employees responsible for the social media channels. Secondary information is gathered through observations of the municipalities social media channels examined in this thesis, and documents found on internet concerning the municipalities’ use of social media. The analysis of the data is done based on the conceptual framework presented in the theoretical chapter and consists of both within case studies and cross case studies in order to identify similarities and differences among the cases. The findings from this study show that both corporate, employee, and place branding is applied in the municipalities overall branding goals and strategies. Even though the municipalities are examined as organizations in this study employee and place branding goals are identified in order for the municipalities to reach their overall wanted position and image. A further conclusion is that social media has been effective in branding. Social media has enabled the municipalities to reach their branding goals through being transparent, informing, engaging and creating dialogues with their inhabitants and other publics. Through social media the municipalities have managed to establish, influence and create perceptions that have positively influenced their position and image. Facebook, Twitter and Instagram have shown to be efficient social media channels to use in branding and has enabled the studied municipalities to change their perceived image from being unknown organizations to becoming more personal, transparent and increasing the public`s knowledge about the municipalities.

Social media have transformed business commerce and consumer communication, yet organizational leaders lack clear strategies for using social media platforms to their advantage. The purpose of this qualitative multicase study was to explore social media marketing strategies for increasing sales. The relationship marketing conceptual framework grounded this study. Data collection included semistructured interviews with 5 organizational leaders from 5 different organizations in the San Francisco, California, Bay Area and a review of participants’ documents including marketing materials, social media posts, and published sales reports. Data analysis included coding, categorization, and identification of major themes. The thematic assessment approach revealed 5 major themes from participants’ responses that aligned with findings from the literature review. Themes included identifying the target audience, developing a customer roadmap to convert prospects to consumers, managing customer relationships to increase brand loyalty, and developing key performance indicators to measure the success of social media campaigns. Study findings may increase local organizational leaders’ knowledge of social media strategies that they can use to increase brand awareness, brand loyalty, and sales for their organizations. Implications for social change include the opportunity for local leaders to increase sales, which could lead to more jobs and improved economies in local communities.

The study examines the role of social media in non-profit organizations using the case study from the United Nations Development Programme (UNDP) in Thailand Country office. As Social media become a significant channel to raise the visibility and promote the work of the organization. The focus of this research examines what drives organizations adopting social media through a model built round four key factors, 1.) The importance of social media, 2.) The impact to image of the organization, 3.) Communication strategies and, 4.) Characteristics of content on social media channels. The research aims to analyze mediums that affect the behavioral transformation of the four factors by integrated with the existing theoretical perspectives. The research was conducted in the UNDP country office social media channels mainly on Facebook from December 2013 to February 2014, using content analysis and interviewing as main methods. With the adoption of social media, the main conclusion of the study: gradually impact of social media in the enhancement of NGOs images, the changes in the construction of the content, the popularity of the themes in social media influenced by the domestic environments in the country and yet a substantial potential of social media in organizational advocacy.

The purpose of this research was to understand the creation of a brand composed of four individual elite athletes and how stakeholders involved used social media to co-create the brand. The study examined the unique context of the FAB_IV; four individuals divers branded as a team. Semi-structured interviews were performed with participants from Diving Canada, its athletes, member of the COC and sponsors. The sample was built through a purposeful and snowball sampling method that added to stakeholders identified from the literature. Archival data of organizational documents, FAB_IV microsite, social media accounts, news outlet content and online content were also gathered in order to complement the data from the interviews. The deductive and inductive data analysis highlighted four main themes: brand strategies and implementation - sponsorship and sponsorship activation - media and fan interest - stakeholder’s relationship. Specifically regarding social media, the research showed that in order to use social media as a brand co-creation tool, organizations and athletes need to have a strategy in place, use them with consistency and be creative in what they publish. Additionally, fostering relationships with followers was identified as a key contributor of building a brand on social media. Researchers and future researches should focus on organizations who, along with their stakeholders, are using social media as the main tool to co-create their brand. Moreover, having the fan or follower perspective, when doing a research pertaining to brand and value co-creation on social media, would also be a possible avenue for future researches.

This project researches on the efficient use of social media for start-ups. Despite the fact that start-ups are considered to be an important part of the business world, social media strategies for start-ups is an area that has not been widely researched. Therefore, this project focuses on developing and presenting social media strategies and guidelines that can enable the businessgrowth of a start-up through networking. This thesis researches on the efficient use of social media for start-ups through the case studyof Sharplet, a start-up which operates in the e-learning industry. It should be noted that thedata are collected through qualitative interviews and benchmarking. The key findings of this research show that the efficient management of social media for startupsinvolves a strategizing procedure. Based on the analysis of the results of this research, asocial media strategy model is developed, consisting of four simple steps: researching,developing the strategy, realizing it, and evaluating the social media efforts. Since this model is simplified and it includes the most important steps of the strategizing procedure, it isconsidered to be appropriate and useful for start-ups that are willing to use social media,because it will enable them to be more effective on managing their social media accounts. Furthermore, this research provides some guidelines to start-ups. It is argued that start-upsshould use social media in order to network, and more specifically to build and maintainrelationships with various types of stakeholders that can enable the business growth. In termsof networking, the results suggest that Twitter is an appropriate social medium for start-ups tofocus their efforts on, because it is easy to connect with other users - while other social mediabuild on pre-existing relationships. In addition, according to the analysis of the resultsFacebook and LinkedIn could also be appropriate networking tools for start-ups. Moreover,the results suggest that start-ups can use social media tools that are available for free on theweb and that can enable the specific company to be more effective when managing their socialmedia accounts. Last but not least, the key findings of this research suggest that postingrelevant comments, engaging in discussions, and trying to build and maintain relationshipswith stakeholders that are important for the business development of the company are amongthe efficient social media practices for start-ups. In summary, based on the findings of this research a social media strategy model andguidelines for start-ups are proposed in order to enable start-ups to efficiently use social media. / Det här arbetet undersöker hur nystartade företag kan använda sociala medier på ett effektivtsätt. Trots att nystartade företag anses vara en viktig del av näringslivet så är sociala medierstrategier för nystartade företag ett relativt outforskat område. Det är därför detta projektfokuserar på att presentera sociala medier strategier och riktlinjer som kan hjälpa nystartadeföretag att skapa nya kontakter, expandera sina sociala nätverk och på detta sätt göraföretagstillväxt möjligt. Det här projektet använder fallstudie som forskingsmetod för att undersöka effektivaanvändningar av sociala medier för nystartade företag. Det bör noteras att Sharplet användtssom fallstudie och att Sharplet har med e-learning industrin att göra. Uppgifter samlats in ochanalyserats genom kvalitativa intervjuer och benchmarking/ prestandajämförelse. De viktigaste resultaten av denna forskning visar att en av de effektivaste användningen avsociala medier för nystartade företag innebär att formulera en strategi. Den socialamediestrategi modellen för nystartade företag som har utvecklats i denna projekt, är baseratpå resultatens analys. Modellen består av fyra enkla steg: forskning, strategiens formulering,att realisera den strategien, och att utvärdera den. Modellen har förenklats och den innehållerde viktigaste stegen i den strategiska processen. Eftersom modellen är simplicierad, så är detenkelt för nystartade företag att bli mer effektiva när de använder sociala medier. Det är därförmodellen anses vara passande och användbar för nystartade företag. Analysen av de viktigaste resultaten från denna forskning tyder på att nystartade företag skaanvända sociala medier för att utveckla och expandera deras nätverk, dvs att bygga ochuppehålla relationer med olika typer av intressenter som kan göra det möjligt för företagenstillväxt. När det gäller nätverk tyder resultaten på att nystartade företag ska fokusera på attanvända Twitter, eftersom på Twitter är det lätt att få kontakt med andra användare. Enligtanalysen av resultaten så kan Facebook och Linkedin också vara lämpliga verktyg förnystartade företag. När det gäller effektiva sociala mediemetoder för nystartade företag såtyder resultaten på att nystartade företag ska använda sociala medieverktyg som är passandeför det specifika företaget. Avslutningsvis, de viktigaste resultaten av denna forskning medavseende på de effektivaste metoderna tyder på att nystartade företag ska publicera intressantakommentarer, ska delta i diskussioner och ska försöka att bygga och underhålla relationer medintressenter som är viktiga för affärsutvecklingen. Sammanfattningsvis, en sociala mediestrategi modell och några riktlinjer för nystartadeföretag föreslås i denna uppsats, som kan göra det möjligt för nystartade företag att användasociala medier på ett effektivt sätt.

近二十年來，社會運動研究蓬勃發展，研究成果亦有可觀，但傳統社運研究忽略了意義建構研究的重要性。傳播研究雖然注重大眾傳播媒體對於社會運動的報導，但多由霸權論的角度出發，認為大傳媒體只是事件的次級界定者，複製當權者的意識型態，抗爭者的聲音很難在媒體上出現。 　　隨著馬克思主義的修正，這種觀點近來飽受質疑，學者多稱其犯了媒介中心論的謬誤，忽略了社運團體主動建構意義的角色。本論文即由框架的角度出發，認為大傳媒體是各種不同意識型態競爭的場域，社運團體主動參與新聞的生產；探討在權力關係不均衡的情況下，社運組織如何運用媒介策略，影響新聞內容的形成。 　　本論文以78至79年發生的「無住屋者運動」為例，分析中國時報、自立早報與中央日報的報導，配合與社運團體訪談的方式，試圖回答以下問題： 　　一、社會運動在報紙上所呈現的框架為何？ 　　二、檢驗媒介中心論，社運團體在媒體上受到的處理是否一定比官方消息來源不利？ 　　三、社運團體可能使用的媒介策略為何？ 　　四、媒介策略與報紙框架的關聯性為何？ 　　研究發現，「無住屋者運動」在報紙上呈現的框架以主要事件為主，藉由一連串反諷的抗爭事件，「無住屋者運動」建立起幽默風趣的抗爭風格。此外，媒介中心論並不適用於本研究案例，即報紙對「無住屋者團結組織」的新聞處理優於官方組織。 　　「無住屋者團結組織」的媒介策略是社運成功的最大原因，製造具新聞價值的抗爭行動、與媒體建立良好關係並贏得記者的認同、發布易於改寫的新聞稿是最有效的媒介策略。由「無住屋者運動」的案例可看出，政治經濟等結構性因素並非影響新聞內容的唯一原因。社運團體如能妥善利用媒介策略，將能在媒體上呈現社運主張。

Over history, the technological development, observed mainly from the nineties onwards, has made possible for private organisations to expose a variety of organizational information through media spaces such as television, newspaper and radio visibility which became known as media visibility. In the present days, Internet and Web facilities, such as the possibility of building organizational Websites, have played an important role in widening the media visibility from these organizations by operationalizing several media strategies. For bearing humanistic, solidarian and environmental concerns usually valued by the audience the information regarding corporate social responsibility has become more and more visible in organizational Websites. Within this reasoning in mind, this research study aims to reflect on the media visibility of organizational social responsibility in private organizations Websites. The empirical corpus was formed by 44 private organizations with headquarters in Rio Grande do Sul State, manufacturing and commercializing shoes and associated to the Brazilian Association of Shoes Industry (Associação Brasileira de Indústrias de Calçados - Abicalçados). The specifics research objectives were: to discover if the selected organizations have Websites; to examine whether the information concerning social responsibility are shown in these Websites; to verify if the expressions social responsibility , environmental responsibility and/or social and environmental responsibility combined together are used in these Websites; to identify and analyze the main strategies for presenting the information concerning social responsibility in the Websites of the studied organizations. The empirical analysis had mainly a qualitative approach in which the descriptive and interpretative method was used. The collecting method comprehended the observation of the Websites from the selected organization. The analysis of the data happened simultaneously to its collection. The main results show that 86% of the organizations, in other words, thirty eight (38) of them have organizational Websites. Within these thirty eight (38) Websites, 42% display information regarding social responsibility and 32% make use of the expressions social responsibility and/or environmental responsibility . The presentation strategies of this information in the Websites were related to seven (7) categories: Company, Social Responsibility, Environmental Responsibility, News, Sponsorship, Support and Activities e Social Report. / No decorrer dos tempos, o desenvolvimento tecnológico, observado principalmente a partir da década de noventa, tem possibilitado às organizações privadas tornarem visíveis suas variadas informações organizacionais, por meio de espaços midiáticos como a televisão, o jornal e o rádio visibilidade que passou a ser chamada de visibilidade midiática. No panorama atual, os artifícios da Internet, ligados principalmente ao sistema da Web, tais como os sites organizacionais, têm tido um papel importante na ampliação da visibilidade midiática das organizações, através da operacionalização de uma série de estratégias midiáticas. Por carregarem consigo questões humanistas, solidárias e ambientais, geralmente valorizadas pelos públicos, as informações referentes à responsabilidade social configuram, hoje, como informações cada vez mais visíveis em sites organizacionais. A partir desse raciocínio, esta pesquisa se dedica a refletir acerca da visibilidade midiática da responsabilidade social organizacional em sites de organizações privadas. O corpus para a pesquisa empírica foi constituído por 44 organizações privadas que fabricam e comercializam calçados, que integram a Associação Brasileira de Indústrias de Calçados (Abicalçados) e possuem sede no Estado do Rio Grande do Sul. Os objetivos específicos compreendem: descobrir se as organizações integrantes da pesquisa empírica possuem sites; investigar se as informações referentes à responsabilidade social estão presentes nos sites dessas organizações; verificar se as expressões responsabilidade social , responsabilidade ambiental e/ou responsabilidade sócio-ambiental estão presentes nesses sites organizacionais; e identificar e analisar as principais estratégias de apresentação das informações referentes à responsabilidade social nesses sites através da observação das palavras e expressões que sinalizam os links em que estão contidas essas informações. A investigação empírica se caracterizou pela abordagem do tipo qualitativa, por meio do método descritivo e interpretativo e a técnica de coleta de dados foi compreendida pela observação dos sites e ocorreu no mês de julho de 2008. Os resultados apontam que 86% das organizações apresentam sites, 41% apresentam informações referentes à responsabilidade social e 27% utilizam as expressões responsabilidade social e/ou responsabilidade ambiental . As estratégias de apresentação dessas informações nos sites foram relacionadas em sete (7) categorias: Organização, Responsabilidade Social, Responsabilidade Ambiental, Notícias, Patrocínios, Apoios e Ações e Balanço Social. Destaca-se também a estratégia de apresentação no site de figuras de selos que certificam a atuação organizacional socialmente responsável e a estratégia do site específico sobre a responsabilidade social da organização.