Estrid is a swedish company that sells razors with a very clear feminist approach in their digital communication, and their vision is to break beauty standards and normalize female body hair. But through their Instagram account, they also communicate on a lot of other societal issues that do not relate to their commercial purpose. This communication can be seen as both positive and problematic, which motivated our aim for this study: to examine how Estrid’s communication on societal issues can contribute to the organization's image, as well as affect the identity for the organization's interest groups. The research questions are thereby: 1) How can Estrid's communication on social issues on the Instagram account @heyestrid contribute to the organization's image?; 2) How might Estrid's Instagram followers perceive the organization's communication about societal issues on the Instagram account @heyestrid?; 3) How might Estrid's communication on societal issues affect and be meaningful for Estrid's Instagram followers in terms of their identities and values? The methods used to answer the research questions were a multimodal semiotic content analysis conducted on seven pictures from Estrid’s Instagram account, and qualitative interviews with ten women following the Instagram account. The theoretical framework consisted of corporate image theory, social identity theory and encoding/decoding. The results of this study showed that Estrid clearly communicated their values regarding societal issues through their Instagram account which can strengthen the organization's image. The analysis of the interviews showed that the respondents experienced the organization's communication as both positive and negative, depending on whether they experienced it as sincere or not. Finally, this communication could be meaningful for Estrid's Instagram followers as their own identity and values were confirmed and often strengthened by it.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-446387 |
| Date | January 2021 |
| Creators | Nilsson, Lina, Granåstedt, Hanna |
| Publisher | Uppsala universitet, Institutionen för informatik och media, Uppsala universitet, Institutionen för informatik och media |
| 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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