@FORSVARSMAKTEN - En analys av visuell identitet på Instagram

Sammanfattning: This thesis examines how the Swedish Armed Forces communicates its visual identity through Instagram, one of the most popular social media platforms today. The purpose is to analyze which visual elements the Swedish Armed Forces use to express their identity, which visual elements appear most in their Instagram posts, and how their existing visual identity manual is reflected on the platform. We approach the unique role of the Swedish Armed Forces in society, emphasizing the importance of their communication in maintaining the trust and confidence of the public. The thesis employs a directed content analysis and netnographic observation methodology to analyze the Swedish Armed Forces' Instagram posts. Findings indicate that the Swedish Armed Forces follow their visual identity manual closely, with prominent use of color, typography, object graphics, and logo, as well as categorized images in their Instagram posts. Especially noted is the dominant role of photos, typography, and color in the communication of their identity. This thesis concludes that the visual identity of the Swedish Armed Forces is prominently displayed through their consistent use of photos, typography, and specific colors. These elements are combined in various ways to create a whole and recognizable visual identity, illustrating the importance combinations of visual elements play, rather than visual elements individually. Contributions of this thesis is an introduction to deeper understand how public institutions use visual elements to communicate their identity on digital platforms.