From Airwaves to Algorithms: Legitimizing Analog Radio in Sweden's Public Service

Sammanfattning

This thesis examines how the Swedish public service broadcaster, Sveriges Radio, navigates the transition from traditional linear broadcasting to digital platform-driven communication. Through a qualitative content analysis of a campaign on social media, the study explores how the institution utilizes strategic framing, risk communication, and platform logic to reach Generations Z and Alpha. Employing an abductive approach and a theoretical framework consisting of organizational legitimacy and mediamorphosis, the analysis deconstructs the visual and linguistic strategies used in the campaign. The findings reveal a significant shift toward tactical mimicry, where Sveriges Radio adopts the aesthetic and communicative norms of influencers to build relational legitimacy. Thus, the study identifies several theoretical breakdowns, particularly a dissonance between the campaign’s informal lifestyle framing and the serious nature of national security and preparedness. The results suggest that while these strategies may increase visibility within algorithmic environments, they simultaneously challenge the traditional authoritative characteristics of public service. The thesis concludes that Sveriges Radio’s digital adaptation represents a negotiation of the social contract, where the broadcaster must balance the need for democratic reach with the preservation of its institutional credibility in an increasingly fragmented media landscape.