Degree Name

Master of Science

Department or Program

Mass Communication and Media Arts


Xie, Wenjing


As social media becomes deeply embedded in traditional marketing and marketing and branding campaigns, it has evolved from a supporting role to the main attraction in more innovative campaigns. One example is that Sweden’s Tourism Department, Visit Sweden, is using Twitter to show transparency, democracy and ingenuity, to allow Swedish citizens be the twitter voice of the country for one week, until the next Curator of Sweden is passed the account. This study examines how social media platform such as Twitter is used to excite new branding and marketing methods. It focuses on the method being “curation rotation” introduced by @Sweden.