Twittervagten er på plads - En analyse af Københavns Politis kommunikation på Twitter med fokus på corporate branding gennem storytelling

Laura Christiane Brandt Køppen, Nicolaj Morten Jørgensen & Sarah Barskov

Studenteropgave: Speciale

Abstrakt

This thesis investigates the Copenhagen Police Department’s communication on the social media platform Twitter in 2012 and 2017. More specifically the study revolves around the police’s use of narrativity on Twitter as a mean to establish their corporate brand.
Due to the spatial restrictions Twitter as a platform imposes on the communication we have found the theoretical terms of micro-, macro-, and nested narratives, provided by Kenneth J. Gergen og Mary M. Gergen, highly applicable. Furthermore the thesis draws upon Søren R. Nymark’s and Sascha Amarasinha’s theoretical perspectives on narrativity as well as Norman Fairclough’s and John Richardson’s comprehensions of critical discourse analysis. These perspectives allow us to examine some of the followers’ possible notions on the Copenhagen Police Department’s corporate brand based on the narratives on Twitter. In doing so the thesis also draws upon Jesper Højberg Christensen’s theoretical framework for corporate branding.
The results of the study argue that the tweets of the Copenhagen Police Department constitute a number of nested micro narratives which then constitute the macro narrative of the police’s corporate brand. Furthermore it argues that the vast majority of the tweets have been narrated through a we-perspective in order to comprise the Copenhagen Police Department as a close-knit unit. This way of communicating, along with the use of creative mediations, humor, establishment of personal contact with the followers etc, can arguably engender the perception of the police as a fun, serviceminded and available organisation. Moreover the thesis argues that the police, through lack of dialogue, narratives which involve elevating self positioning through naming and emphasising of results etc. engender the perception of the organisation as unattainable, professional and solution-oriented.
Conclusively the thesis appraises that the Copenhagen Police Department make excessive use of strategic branding through narratives which emphasize the abovementioned core values of the organisation. Due to the lack of dialogue and the platform’s spatial restrictions this can arguable lead to a contradictory perception of the police. Therefore the thesis propose the police to reconsider their strategy, infuse it with an element of consideration of their followers’ apprehension, and involve more stakeholder branding as well as employer branding and marketing branding in order to strengthen the collective corporate brand of the organisation.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
SprogDansk
Udgivelsesdato2018
Antal sider99
VejledereNorbert Wildermuth

Emneord

  • Twitter
  • Corporate Branding
  • Københavns Politi
  • Storytelling
  • Diskursanalyse
  • Narrativer
  • Mixed Methods