Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper
This study is a rhetorical analysis of how three sparsely populated regions in Norrland –Region Västerbotten, Region Norrbotten and Region Jämtland Härjedalen – communicate on YouTube to strengthen their place branding, create a strong regional identity and attract new residents. By analyzing the co...
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Umeå universitet, Institutionen för kultur- och medievetenskaper
2023
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ftumeauniv:oai:DiVA.org:umu-209258 2023-10-09T21:54:32+02:00 Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper Why should I move to Sweden? : A study about place branding, regional identity and stereotypes in northern Sweden Löfstrand, Julia Lövgren, Isak 2023 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-209258 swe swe Umeå universitet, Institutionen för kultur- och medievetenskaper http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-209258 info:eu-repo/semantics/openAccess Communication rhetorical analysis place branding regional identity Norrland YouTube stereotypes Media and Communications Medie- och kommunikationsvetenskap Student thesis info:eu-repo/semantics/bachelorThesis text 2023 ftumeauniv 2023-09-22T14:00:29Z This study is a rhetorical analysis of how three sparsely populated regions in Norrland –Region Västerbotten, Region Norrbotten and Region Jämtland Härjedalen – communicate on YouTube to strengthen their place branding, create a strong regional identity and attract new residents. By analyzing the content of the videos in relation to stereotypes about Norrland, the study aims to gain insight into how these regions communicate, and how the communication affects the image of Norrland. The study contributes to understandings of how regions communicate to create a positive image of themselves and attract newcomers. The results show that common themes emphasized in the videos are the regions unique and beautiful nature, well developed healthcare, technological innovation, hope for the future and a sense of community between the residents in the region. The findings also indicate that regions mostly use ethos and pathos in their videos to appeal to viewers emotions and establish credibility. Bachelor Thesis Northern Sweden Norrbotten Umeå University: Publications (DiVA) |
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Open Polar |
collection |
Umeå University: Publications (DiVA) |
op_collection_id |
ftumeauniv |
language |
Swedish |
topic |
Communication rhetorical analysis place branding regional identity Norrland YouTube stereotypes Media and Communications Medie- och kommunikationsvetenskap |
spellingShingle |
Communication rhetorical analysis place branding regional identity Norrland YouTube stereotypes Media and Communications Medie- och kommunikationsvetenskap Löfstrand, Julia Lövgren, Isak Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper |
topic_facet |
Communication rhetorical analysis place branding regional identity Norrland YouTube stereotypes Media and Communications Medie- och kommunikationsvetenskap |
description |
This study is a rhetorical analysis of how three sparsely populated regions in Norrland –Region Västerbotten, Region Norrbotten and Region Jämtland Härjedalen – communicate on YouTube to strengthen their place branding, create a strong regional identity and attract new residents. By analyzing the content of the videos in relation to stereotypes about Norrland, the study aims to gain insight into how these regions communicate, and how the communication affects the image of Norrland. The study contributes to understandings of how regions communicate to create a positive image of themselves and attract newcomers. The results show that common themes emphasized in the videos are the regions unique and beautiful nature, well developed healthcare, technological innovation, hope for the future and a sense of community between the residents in the region. The findings also indicate that regions mostly use ethos and pathos in their videos to appeal to viewers emotions and establish credibility. |
format |
Bachelor Thesis |
author |
Löfstrand, Julia Lövgren, Isak |
author_facet |
Löfstrand, Julia Lövgren, Isak |
author_sort |
Löfstrand, Julia |
title |
Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper |
title_short |
Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper |
title_full |
Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper |
title_fullStr |
Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper |
title_full_unstemmed |
Varför ska jag flytta till Norrland? : En studie om norrländska platsvarumärken, regional identitet och stereotyper |
title_sort |
varför ska jag flytta till norrland? : en studie om norrländska platsvarumärken, regional identitet och stereotyper |
publisher |
Umeå universitet, Institutionen för kultur- och medievetenskaper |
publishDate |
2023 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-209258 |
genre |
Northern Sweden Norrbotten |
genre_facet |
Northern Sweden Norrbotten |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-209258 |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1779318137634684928 |