Din livsstil förfaller om 30 dagar - En kritisk analys av Klarnas marknadsföring

Sammanfattning

The purpose of this multimodal critical discourse analysis is to examine how Klarna’s marketing on the social media platform Instagram constructs a symbolic “we”, and thereby an implicit “them”. The study aims to contribute knowledge about how communication contributes to the construction of social identities and the sense of community in relation to fintech brands. The analysis focuses on the marketing prac-tices of Klarna Bank AB on its Instagram account and explores Klarna Bank AB and the marketing published on the company’s Instagram account, while also examining its relationship to discourses surrounding consumption and lifestyle. Drawing on Social Identity Theory and a social constructivist perspective, the study identifies three central discourses: the discourse of lifestyle, consumption and financial flexibility. These discourses are constructed through visual and rhetorical elements in the empirical material. Furthermore, the analysis follows Norman Fairclough’s three-dimensional model to provide insight into how marketing communication contributes to the construction of social and societal “we”, as well as an implicit “them”.