During the past recent years the Police presence on social media in Sweden has grown. These new tools and resources have resulted in a change of practise in communication. This qualitative study intends to identify how the Swedish Police have portrayed themselves on the social media platform Instagram, in relation to organizational identity theory and strategic communication theory, during the period 1 January to 26 October 2018. This has been done by applying a multimodal critical discourse analysis method to 13 Instagram posts, posted on the official national swedish Police Instagram account, @Polisen. The results show that the Swedish Police mainly portray themselves using values such as efficiency, collectivity, availability, functionality, masculinity and dedication. Meanwhile there is a lack of self criticism, hierarchy and ethnic variety. The results also show that the police do achieve their strategic goals to some degree, while there is also a non-disclosed marketing agenda present in regards to the Swedish Police Academy.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-71919 |
| Date | January 2019 |
| Creators | Hietanen, Otto, Zetterman, Martin |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| 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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