Den uteblivna dialogen

Lundgren, Pontus; Ullman Rautiainen, Emma

Den uteblivna dialogen

Mark

Lundgren, Pontus ^LU and Ullman Rautiainen, Emma ^LU (2014) SKOK01 20141
Department of Strategic Communication

Abstract (Swedish): Denna uppsats är skriven med syftet att undersöka Malmö stads arbete med symmetrisk och dialogisk kommunikation med sina medborgare i sociala medier. Med uppsatsen hoppas vi nyansera bilden av de organisatoriska krav som ställs på organisationer för att kunna bedriva symmetrisk tvåvägskommunikation. För att uppnå vårt syfte har vi med ett hermeneutiskt förhållningssätt utfört textanalyser av Malmö stads styrdokument, intervjuat anställda kommunikatörer och gjort en netnografisk analys av tre av stadens Facebooksidor. Resultatet visar att det inom Malmö stad finns en tydligt normerad bild av vikten av att bedriva symmetrisk och dialogisk kommunikation. Däremot menar vi att det råder en diskrepans mellan Malmö stads vilja till dialog och den... (More); Denna uppsats är skriven med syftet att undersöka Malmö stads arbete med symmetrisk och dialogisk kommunikation med sina medborgare i sociala medier. Med uppsatsen hoppas vi nyansera bilden av de organisatoriska krav som ställs på organisationer för att kunna bedriva symmetrisk tvåvägskommunikation. För att uppnå vårt syfte har vi med ett hermeneutiskt förhållningssätt utfört textanalyser av Malmö stads styrdokument, intervjuat anställda kommunikatörer och gjort en netnografisk analys av tre av stadens Facebooksidor. Resultatet visar att det inom Malmö stad finns en tydligt normerad bild av vikten av att bedriva symmetrisk och dialogisk kommunikation. Däremot menar vi att det råder en diskrepans mellan Malmö stads vilja till dialog och den praktiska dialogen. Dialogen uteblir ofta, vilket beror på bristande organisatoriska resurser i form av tillräcklig kompetens och arbetstid. Till sist konstaterar vi att den praktiska dialogen förverkligas i de fall när Malmö stad och deras medborgare delar en gemensam meningsuppfattning om dialogens syfte och värde. (Less)
Abstract: This study intends to research the city of Malmö’s work with symmetrical and dialogical communication with its citizens in social media. With this study, we hope to nuance the image of the organizational demands put on organizations to be able to manage symmetrical two-way communication. To reach our purpose, we have with a hermeneutical approach conducted document analyses of the city of Malmö’s policy documents, interviewed communication employees and performed a netnographical analysis of three of the city’s Facebook pages. Our results show that the city of Malmö has a clearly standardized image of the importance of managing symmetrical and dialogical communications. However, we believe that there is a discrepancy between the city’s... (More); This study intends to research the city of Malmö’s work with symmetrical and dialogical communication with its citizens in social media. With this study, we hope to nuance the image of the organizational demands put on organizations to be able to manage symmetrical two-way communication. To reach our purpose, we have with a hermeneutical approach conducted document analyses of the city of Malmö’s policy documents, interviewed communication employees and performed a netnographical analysis of three of the city’s Facebook pages. Our results show that the city of Malmö has a clearly standardized image of the importance of managing symmetrical and dialogical communications. However, we believe that there is a discrepancy between the city’s will for dialogue and the practical dialogue. The dialogue is often absent, which can be explained by a lack of organizational resources in terms of sufficient competence and time. At last, we establish that the practical dialogue is actualized in those cases where the city of Malmö and their citizens share a mutual perception of the purpose and worth of the dialogue. (Less)

Please use this url to cite or link to this publication: http://lup.lub.lu.se/student-papers/record/4462045

author

Lundgren, Pontus ^LU and Ullman Rautiainen, Emma ^LU

supervisor

Marja Åkerström ^LU

organization

Department of Strategic Communication

course

SKOK01 20141

year

2014

type

M2 - Bachelor Degree

subject

Social Sciences

keywords

strategisk kommunikation, organisationskommunikation, public relations, dialog, symmetrisk tvåvägskommunikation, co-orientation

language

Swedish

id

4462045

date added to LUP

2014-06-13 08:34:34

date last changed

2014-09-04 08:36:23

@misc{4462045,
  abstract     = {{This study intends to research the city of Malmö’s work with symmetrical and dialogical communication with its citizens in social media. With this study, we hope to nuance the image of the organizational demands put on organizations to be able to manage symmetrical two-way communication. To reach our purpose, we have with a hermeneutical approach conducted document analyses of the city of Malmö’s policy documents, interviewed communication employees and performed a netnographical analysis of three of the city’s Facebook pages. Our results show that the city of Malmö has a clearly standardized image of the importance of managing symmetrical and dialogical communications. However, we believe that there is a discrepancy between the city’s will for dialogue and the practical dialogue. The dialogue is often absent, which can be explained by a lack of organizational resources in terms of sufficient competence and time. At last, we establish that the practical dialogue is actualized in those cases where the city of Malmö and their citizens share a mutual perception of the purpose and worth of the dialogue.}},
  author       = {{Lundgren, Pontus and Ullman Rautiainen, Emma}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Den uteblivna dialogen}},
  year         = {{2014}},
}

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Den uteblivna dialogen