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Digitala FAQ-guider har blivit en central del av organisationers kundkommunikation. Kunder förväntas i allt större utsträckning lösa problem och navigera information självständigt utan direkt mänsklig interaktion. Tidigare forskning har främst förstått FAQ som tekniska informationssystem och självbetjäningslösningar, medan deras kommunikativa och strategiska dimensioner har fått begränsad vetenska
Crisis communication research has often assumed that crises, actors, and responsibility can be identified with sufficient clarity to guide the selection of an appropriate response strategy. This study examines what happens when those conditions are less certain, when high-status individuals face reputational damage not through direct wrongdoing, but through contested and publicly constructed assoc
I digitala mediemiljöer har visuella symboler fått en allt större betydelse i skapandet och omförhandlingen av kulturell mening, identitet och tillhörighet. Mot denna bakgrund undersöker uppsatsen hur symboler kopplade till svenskhet omformas genom visuella kollisioner i digital kommunikation, med den svenska konstnären Lojen Arts visuella uttryck på Instagram som analytiskt exempel. Studien byggeIn digital media environments, visual symbols have taken on increasing significance in the creation and renegotiation of cultural meaning, identity, and belonging. Against this backdrop, this thesis examines how symbols associated with Swedishness are reshaped through visual collisions in digital communication, using the Swedish artist Lojen Art’s visual expressions on Instagram as an analytical c
This thesis examines Ataa, a contemporary Syrian children’s magazine produced by ATAA Humanitarian Relief Association, through six consecutive issues published between June 2024 and September 2025. It asks how the magazine stages adult authority, constructs an implied child reader, normalises an ideal child, justifies norms, and offers frames of belonging around the politically significant period
The study examines the influence exerted by the UNRWA funding system - largely based on voluntary contributions from donor states - on the negotiation of Palestinian identity within schools located in refugee camps in Jordan. By conducting interviews with eight former students of UNRWA schools in the camps, and integrating the resulting data with field observations and analyses of United Nations d
This study examines the defense modernization efforts of the Kingdom of Saudi Arabia (KSA). Vision 2030, together with the institutional architecture of GAMI and SAMI, sets an ambitious target of 50% defense localization by 2030. While official reports assert steady progress in upstream industrial capabilities, this study asks whether these efforts have been as successful as claimed. The research
This thesis examines the audiovisual productions featuring anashid released by Hamas’s armed wing, the Al-Qassam Brigades, between October 7, 2023, and October 10, 2025, in an attempt to understand whether and how they function as mechanisms of ontological security. The existing literature on Hamas largely overlooks its cultural materials when addressing issues related to the governance of the Gaz
This thesis examines how British and American media frame the 2021 and 2022 Saudi Arabian Formula 1 Grands Prix. Situated within the growing scholarly debate on sport diplomacy, sportswashing and Western media representation of the Middle East, the study addresses the following research question: How does the British and American media discourse construct and frame the 2021 and 2022 Saudi Arabian
Between 2024 and 2026, AI providers launched dedicated agent products and presented them as tools that can plan, decide and carry out marketing tasks with greater independence than earlier generative AI. On LinkedIn, Swedish marketing executives and industry opinion leaders produce a parallel discourse that reaches the same professional audience. This study examines how the relationship between th
This study examines the extent to which rational communication influences consumer purchase intention for running shoes compared to emotional communication, and whether gender and need for cognition (NFC) moderate this relationship. Drawing on the Elaboration Likelihood Model (ELM) as its theoretical framework, the study employed a between-subjects experimental design with a randomized online surv
Studien syftar till att bidra med en fördjupad förståelse för hur organisatoriskt ansvar och legitimitet konstrueras i svenska nyhetsmediers rapportering om företag som indirekt kopplas till en geopolitisk kris. Genom en kvalitativ innehållsanalys undersöker studien medierapporteringen om Ikea och Mondelez i relation till Rysslands invasion av Ukraina 2022, där företag fattade skilda strategiska bThe study aims to provide a deeper understanding of how organizational responsibility and legitimacy are constructed in Swedish news media coverage of companies indirectly linked to a geopolitical conflict. Through a qualitative content analysis, the study examines coverage of Ikea and Mondelez in relation to Russia’s 2022 invasion of Ukraine, during which the companies made different strategic de
Organisations operating in controversial industries face persistent legitimacy challenges due to the morally controversial nature of their core activities, making communication essential for maintaining stakeholder support and justifying organisational existence. This study examines how BAE Systems constructs legitimacy through corporate communication in its 2025 Annual Report, with particular foc
I den offentliga sfärens föränderliga medielandskap ställs ökade krav på organisationers förmåga att kommunicera flexibilitet och legitimitet. Denna studie undersöker hur strategisk improvisation används i extern kommunikation för att skapa legitimitet i relation till en aktuell samhällsdebatt. Studien tar avstamp i Apotek Hjärtats kampanj Den nya 7-stegsrutinen för en starkare självkänsla, som la
Contemporary organisations increasingly face reputational crises, while the multivocal environments in which they operate make both crisis and brand narratives harder to control. This research contributes to the understanding of how contemporary brands navigate communication and branding in relation to crises. This paper adopts perspectives from both crisis communication and brand communication, t
Sverigelöftet - How Do the Liberals Legitimise their Cooperation with the Sweden Democrats? This study examines how political legitimacy is constructed through strategic communication in relation to politically controversial collaborations. Through a qualitative text analysis, the study examines how the Swedish political party Liberalerna strategically communicates and legitimises its decision to
Denna studie undersöker hur feministiska diskurser konstrueras och omformuleras inom sportfemvertising för att legitimera varumärkesidentitet och positionering i ett kommersiellt sammanhang. Studien analyserar fyra kampanjer av Nike (2020, 2025), Adidas (2025) och Puma (2022) genom en kvalitativ multimodal kritisk diskurs analys, baserad på Fairclough’three-Dimensional Model. Analysen undersöker fThis study examines how feminist discourse is constructed and adapted within sports femvertising in order to legitimise brand identity and positioning in a commercial context. The study analyses four campaigns by Nike (2020, 2025), Adidas (2025) and Puma (2022) through a qualitative multimodal Critical Discourse Analysis, based on Fairclough’s Three-Dimensional Model. The analysis analyses feminis
This study has examined how influencers as personal brands use crisis communication in response to cancel culture on social media. The purpose has been to investigate how Swedish influencers construct their personal brand and how these brands become subject to cancellation, as well as how crisis communication is used to repair reputational damage during the crisis phase. The study was grounded in
This study examines how discursive legitimacy is constructed in strategic external crisis communication. Crisis communication and discursive legitimacy have rarely been studied together, although both fields examine how legitimacy is negotiated and maintained. Through a qualitative discourse analysis of multimodal media material, the study explores how language is used to manage a legitimacy threa
This study examines and compares how Danish and Swedish authorities strategically construct crisis communication in relation to the Danish drone crisis in 2025. The study takes its starting point in a knowledge gap regarding how public authorities communicate strategically when addressing uncertainty and security-related threats. More specifically, the study aims to examine how crisis communicatio
In the Right Time, in the Right Tone: A qualitative interview study on how consumers create meaning around reactive marketing. Reactive marketing has become an increasingly common strategy in a digital media landscape characterized by information overload, trend-driven communication, and intense competition for consumers' attention. Previous research has primarily focused on strategic execut
