Lokal butik på Facebook : ICA Malmborgs Clemenstorget

Sammanfattning: This study considers the relationship between national and local communication in a supermarket chain. More specifically the study considers how the local supermarket ICA Malmborgs Clemenstorget in Lund, Sweden uses Facebook as well as their employees to communicate with their audience and market themselves. The study focuses on the supermarkets use of the employees’ relationship to each other, how it is presented on the store’s Facebook page as well as how the audience is invited to participate in the relationship. Furthermore, the study researches how the store works with Facebook as a medium and how the communication is adapted to Facebook, by considering it from a medialization perspective. The employees become protagonists in the adventure that is ICA Malmborgs Clemenstorget everyday life.