This study intends to research SVT’s work with dialogical and symmetrical two-way communication with their audience on the social media site Facebook. Because of SVT’s position as the government’s public broadcasting service, they inheret a certain responsibility towards the population of Sweden. With this study we aim to observe and analyze SVT’s communication on Facebook based on theories, interviews and their own policy regarding communication online. To be able to reach our goals with this study we are going to analyze the policy document as well as articles regarding social media use from SVT, interview communicators at SVT and also perform an analysis on one of SVT’s Facebook pages based on online observations. When analysing the content of the Facebook page we are using a synthesized definition of the theoretical frameworks and models regarding dialogue, two-way communication and deliberative democracy. Our results show that SVT’s own definition of dialogue differs from an academic definition of the very specific and complicated concept of dialogue. In our research we notice that SVT aims to market themselves and perform dialogue simultaneously, which becomes problematic due to the strict academic definitions of the dialogue-notion. The interaction between SVT and their stakeholders on Facebook mostly contain simple questions regarding the organisation’s broadcasting and range which does not provide the right conditions for dialogue.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-275132 |
| Date | January 2015 |
| Creators | Avebäck, Erik, Edström, Petter |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation |
| 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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