Den Store Folkefesten : En undersøkelse av Norges image skapt av NRK dokumentaren ”Hurtigruten, minutt for minutt”
Sammanfattning: The purpose of this study is to examine how Norway's image has been created by the information communicated in the TV-documentary "Hurtigruten, minute by minute". Using consumers acting as agents the information about Norway has been passed on in the form of re-representation on Twitter and Trip Advisor. By examining posts on Twitter and Trip Advisor with a qualitative rhetorical content analysis the study explores how Norway's image has been re-represented online. This material have been linked to the answers provided by focus groups that have been watching clips of the TVdocumentary "Hurtigruten minute by minute". This has been carried out to examine how respondents react to the contents of the documentary. And then those answers have been compared to those posts from Twitter and Trip Advisor. The study has three research questions to answer the purpose: • How do “watchers” understand and re-represent Norway’s image on the basis of the information given from the TV-documentary "Hurtigruten, minute by minute" online (via various media) and offline (from person to person)? • What impressions and associations of Norway are created by the recipient on the basis of the information and messages being communicated about Norway from the TV-documentary "Hurtigruten minute by minute"? • How can Norway's image be described by the impressions and associations created by the TV-documentary "Hurtigruten, minute by minute"? After a rhetorical thematic analysis of the results, the study reached a conclusion that Norway is seen as a very beautiful country with a lot to offer. Respondents get the impression that Norwegians are an open and friendly people who are proud of their country and want to show it off. To demonstrate how Norway’s image has been created by the TV-documentary "Hurtigruten, minute by minute", the study emphasized Hosany et al. (2006) scales for destination image and personality. These scales consist of six dimensions that describe a destination using human traits such as original, friendly, cold, easily accessible and exciting. Keywords: Destination image and personality, “Hurtigruten, minute by minute”, rhetorical thematicanalysis.
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