The current media climate can be difficult to navigate. Whether or not nonprofit organizations, who might not have the same economic resources as other organizations, are favored by social media has been discussed in several earlier studies. Some mean that social media offers great opportunities and view it as a free marketing option, while others mean that to be used to their full potential social media takes time and staff resources. RFSU is a Swedish organization that works with sexual and reproductive health and rights. One of their communication goals is to communicate as one RFSU, which would mean to speak in a united voice. There are 17 local associations affiliated with the organization, of which 12 have active Instagram accounts who have published posts during the year 2021. The current study examines 9 of these instagram accounts through a quantitative analysis. The essay aims to compare content through an analysis containing three different dimensions, graphic content, communicated relations and different types of content categories. The instagram accounts will be examined through quantitative analysis in order to determine similarities, differences and patterns. The current study also aims to contribute to the field of communication by examining how local associations without communicated strategies communicate.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-191813 |
| Date | January 2021 |
| Creators | Holmström, Elvira |
| 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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