Abstract The purpose of the thesis is to investigate organisation’s ability to create civic engagement by communicating through social media and to examine the characteristics of this engagement. The thesis also aims to investigate whether a collective identity is created and in what ways it may contribute to the civic engagement. To do this, three research questions were formulated: - How does organisation’s communication through social media create civic engagement among the receivers? - What does the civic engagement created by organisations communication through social media look like? - Is a collective identity created in the reception of the communication and in what ways is it contributing to the civic engagement? To answer these questions, a theoretical framework is used consisting of theories concerning the emergence of social movements, clicktivism and collective identity. The method used to perform this research is qualitative interviews. The interviews were transcribed, coded and thematised before the results could be achieved. The results of this research shows that civic-engagement appears from people’s feelings and their sense of community and belonging. Clicktivism is a common form of engagement and its capacity to influence society should be reassessed. Finally, the results shows that organisations communication through social media create an collective identity which is closely intertwined with civic engagement. This relation should be further studied in the future to deepen the understanding of it and the ability to make use of it. Key words: civic-engagement, feelings, community, clicktivism, collective identity
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-313917 |
| Date | January 2016 |
| Creators | Sunnanängs, Elin, Vikström, Karin |
| 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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