HASHTAG COLOURFULNUUK - En undersøgelse af narrativerne bag Nuuks brand, og sociale mediers indvirkning på destinationsbranding.

Tine Maria Dührr

Studenteropgave: Speciale


Through a qualitative inquiry within the tourism and destination branding context, this master thesis explores storytelling by online users as well as Visit Greenland in the campaign #ColourfulNuuk, and how the theoretical field of destination branding can accommodate user-generated content and social media. Using a theoretical perspective on visual narratives as well as branding, I analyse the dominant narratives and counter-stories in the understanding of Nuuk’s brand, and how the notion of destination branding has to change, in order to make progress and keep up with the ever changing social media platforms. My theoretical framework within the narrative research field is shaped by the works of Michael Bamberg, Dennis K. Mumby, Emma Kafalenos and Cindie Aaen Maagaard. Furthermore, I draw on the works of Gunther Kress and Theo van Leeuwen in the field of social semiotics. Within the field of branding I especially draw upon the works Mary Jo Hatch and Majken Schultz, and their Vision-Culture-Image model. I have found that the users and Visit Greenland are very aligned when it comes to the brand around Nuuk, and thus construct many of the same dominant narratives. These revolved in particular around the nature in Nuuk, the meaning of the sun, active people and everyday objects. However, I have also shown that the online users negotiated and renegotiated the narratives, and thereby constructed counter-stories, around a dirtier Nuuk. The biggest difference between Visit Greenland’s vision and the image of Nuuk turned out to be about gastronomy and culture, thereby concluding that, in the terminology of Hatch and Schultz, there are gaps in the overall brand of Nuuk, and the brand is therefore not completely coherent. I have also found that the theoretical field of destination branding needs to be revised, in order to keep up with the social media platforms, and include online users in the co-branding of destinations, if the tourism organisations wants to hold an authentic brand. This can be done by a more open approach, where user participation is not a threat to the brand, but a way to make it more nuanced. Also every tourist has their individual experience of a destination. This calls for a more diverse branding, where the brand might not need to be coherent to be successful. In the end the brand needs to be user-oriented, as it is about the tourists’ interests.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato27 jun. 2016
VejledereSusanne Kjærbeck


  • Grønland
  • Narrativ
  • Bamberg
  • Kafalenos
  • Destinationsbranding
  • Branding
  • Image
  • Mumby
  • Visuelle narrativer
  • Sociale medier
  • Vision
  • Storytelling
  • Nuuk
  • Turisme
  • City branding
  • Maagaard
  • Visit Greenland
  • VCI