10 000 nya invånare till Luleå! : En studie om en kommuns platsmarknadsföring i sociala medier

Sammanfattning: Today, nine out of ten municipalities are active on social media and it has become increasingly popular among municipalities that make use of placemarketing to promote their particular region. A problem that is raised in this study is that the population of the municipalities in northern Sweden often is in decline. The purpose of this study is to investigate how a democratic-controlled organization such as Luleå Municipality uses the social media Facebook in its placemarketing, to highlight a place of scale and to attract new residents and stakeholders to move to or visit the city. In order to answer the purpose I have with the help of a critical discourse analysis examined how Luleå Municipality using social media Facebook in their marketing of Luleå as a place. The results were then analyzed using theories of placemarketing, Norrland and the market-oriented municipality. The analysis showed that it is clear that Luleå Municipality use placemarketing on the Facebook page of Luleå. This is large parts of the posts was about highlighting the site's advantages in terms of events and activities and great nature and environment images.