Resa under en pandemi? : En kvalitativ explorativ studie om SJs kommunikation på Facebook under coronapandemin

• Main Authors: Nyblom, Emmeli, Persson, Lina
• Format: Others
• Language: Swedish
• Published: Uppsala universitet, Institutionen för informatik och media 2021
• Subjects: crisis communication; grounded theory; societal crisis; social media; kriskommunikation; grundad teori; samhällskris; sociala medier; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434675

The covid-19 pandemic resulted in large changes and restrictions that impacted the Swedish society and the whole world. Both individuals and companies were impacted by this, not least the traveling companies in the public transport. One of these companies was the Swedish travel company SJ. The purpose of this study was to understand the communication that SJ operated on the social media platform Facebook during the covid-19 pandemic, march to november 2020. Because of the new situation and unexplored field of research a qualitative exploratory research design was used. The material studied were SJs Facebook posts and a semi structured expert interview. The data was analysed through a qualitative content analysis inspired by Grounded Theory. This method generated two sets of categories, one set of categories that represented different types of issues that were communicated on their Facebook, another set of categories that represented important grounds for why the communicated turned out the way it did. By analyzing these categories and forming a timeline of the communication, communicational phases were identified. The results of the study have contributed with a new time perspective of organizational communication on Facebook during this pandemic. The study's results could therefore be seen, not only as an explanation of SJs communication on Facebook during the pandemic, but also as a hypothesis of how organizations communication might change throughout a longer societal crisis, like a pandemic.