Instagram som plattform for strategisk kommunikasjon : En undersøkelse av hvordan Den Norske Opera & Ballett benytter operabygningen strategisk i sin…

2018

Masteroppgave samfunnskommunikasjon KOM500 - Universitetet i Agder 2018 This master thesis intends to study how one of the country's leading cultural institutions uses Instagram as a platform for strategic communication. To understand this, I have investigated how the Norwegian Opera & Ballet uses the social networking service and asked the following research question: How does the Norwegian Opera & Ballet use their opera building strategically in the images on Instagram? The basis for the thesis lies in theories of strategic communication, social media and social semiotic multimodality theory. Kress and van Leeuwen (2006) and their continuation of Hallidays (1976) theory about meaning comp…