The purpose of the study is to investigate how Visit Sweden has chosen to work with the moose as a symbol targeting the international market. The study was based on an image analysis of Visit Sweden's website and an interview study with Visit Sweden content strategist. A comparison was then made between the different empirical results to find similarities and differences between how Visit Sweden works with the moose as a symbol and how it is actually produced. The results show that they make the moose through two different angles which includes a humorous angle and a majestic. The humorous angle exists for creating a divisible material, distinguishes themself from other countries that also have moose. The majestic angle are used as a means of transmitting Swedish nature. The results show that these two angles do not interact and there is an uncertainty about how Visit Sweden really wants to work with the moose as a symbol and thus also in its marketing strategy.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-57049 |
| Date | January 2017 |
| Creators | Liljedahl, Nathalie, Knutsson, Christina |
| Publisher | Karlstads universitet, Institutionen för geografi, medier och kommunikation, Karlstads universitet, Institutionen för geografi, 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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