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Strategisk anarki: en utredning av WeActivists strategiska funktion inom WeSC
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


Title: Strategic Anarchy – a study on WeActivists' communicative function inside WeSC.

Number of pages: 69

Authors: Frida Leijonborg, Nils Lindström

Tutor: Jessica Gustafsson

Course: Media and communication studies C

Period: Second term 2013

University: Division of Media and Communication, department of information science, Uppsala University

Purpose: Our aim with this paper is to examine the communicative role WeActivists play in WeSC's external communication, and also to investigate what it means to be part of the activist concept as individuals. This will be done by presenting WeSC's key values and investigate whether these are portrayed by the representation of the activists in market campaigns and personal interviews.

Material/Method: We have conducted a qualititave study where we interviewed three WeActivists of various age and profession. Furthermore we did a semiotic analysis of 10 images from 7 advertising campaigns.

Main results: Our results indicate that WeActivists play a significant role in WeSC’s external communication, and thus signifying that they play a major part in creating WeSC's brand identity. The activists represent the company's key values simply by being themselves, in both the market campaigns and in their everyday life. That being said, one should not overlook the fact that the WeActivists remain a market strategy for attracting costumers, and also for standing out within the industry.

Keywords: WeActivist, WeSC, Social movement, Brand identity.    

Place, publisher, year, edition, pages
2013. , 79 p.
Keyword [sv]
WeSC, WeActivist, varumärkesidentitet, klassisk sponsring
National Category
Communication Studies
URN: urn:nbn:se:uu:diva-217161OAI: oai:DiVA.org:uu-217161DiVA: diva2:692249
Subject / course
Media and Communication Studies
Available from: 2014-02-04 Created: 2014-01-30 Last updated: 2014-02-04Bibliographically approved

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