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

Abstract

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 components is the basis of the visual multimodal analysis model. The main findings in this thesis show that the exterior of the opera house is most often pictures in the sample, and although it occurs both in the absence and presence of people, it is the architecture of the opera building that are standing out in the majority of the pictures. It is understood that the important thing about using images of the Opera House is to photograph what the readers recognize. The Norwegian Opera & Ballet has used the opera building as a guidance and a recognizable element to the public. By using images of what have become a cultural landmark centrally in their communication, it will strengthen the Opera’s brand position.