Låna Dig Rik : om en marknadsföringskampanj för folkbiblioteken i tre regioner och dess mottagande i lokalpressen

• Main Author: Nilsson, Mikael
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för kulturvetenskaper, KV 2011
• Subjects: marketing; public libraries; press; written discourse analysis; evaluation
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-14732

The marketing campaign ”Låna dig rik” [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent.