Global ETD Search

1	Lyx, kultur och dolda sanningar : En multumodal analys av Qatar, Saudiarabien och Dubais gestaltning i instagraminlägg Holmberg, Emma, Nordgren, Anton January 2024 (has links) This bachelor thesis explores how Dubai, Qatar, and Saudi Arabia are portrayed on Instagram through posts by celebrities, aiming to understand the messages they convey and their impact on soft power. By using a multimodal method and semiotic analysis, the study reveals that through celebrity marketing, each country presents distinct messages and images to a broader audience. The study finds that each country uses celebrities in unique ways to promote themselves. Dubai, through the swedish influencer Kenza, showcases luxury and modernity, while Saudi Arabia, with Ronaldo's help, highlights its culture and history. Qatar, partnering with Beckham, emphasizes its role in sports and community. These efforts are seen as strategies to enhance their global image and influence. The study also discusses the concept of “sportswashing”, where countries use sports events to improve their reputation. Overall, celebrity endorsements play a significant role in shaping how these countries can be perceived internationally, ultimately contributing to their soft power. celebrity marketing influencer marketing place marketing sports washing soft power framing semiotics celebrity marketing influencer marketing destinationsmarknadsföring sports washing mjuk makt gestaltning semiotik Media and Communications Medie- och kommunikationsvetenskap

Search results

Lyx, kultur och dolda sanningar : En multumodal analys av Qatar, Saudiarabien och Dubais gestaltning i instagraminlägg