This is a quantitative research study which analyzes the Swedish authority of public health, Folkhälsomyndigheten, and how they communicated nationally throughout the Covid-19 pandemic. The study accomplishes this by focusing on the authority's primary source of outreach, their Facebook page. By analyzing all of their 171 Facebook posts made during the pandemic the posts could then be categorized into animated video, video about the vaccine, link to website, video including an expert, image including a question, the vaccine podcast, commercial short films, residual posts and additional variables. The study then further inspects these posts and manages through its theoretical framework to come to the conclusion that the Swedish authority of public health communicated through several principles externally during the Covid-19 pandemic, four to be exact. They communicated through principles putting the public first, alluding to recognition, effectiveness and organization, and to some capacity regarding the vaccine, principles connected to marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-193763 |
| Date | January 2022 |
| Creators | Eisenberg, Benjamin, Johansson, Carl-Johan |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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