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"The trustworthy Friend" - A study of the relation between organisational communication and member identification at a Swedish media organisation

Kreutzer, Doreen and Walldén, Heidi (2011)
Department of Strategic Communication
Abstract
In order to increase trustworthiness and obtain societal legitimacy, media organisations want their members to become ambassadors. But becoming an ambassador requires identification. Often management tries to foster identification by implementing organisational values without including members in the process of constructing such values. In the present study we explore member identification in relation to organisational communication at a Swedish newspaper organisation. With the assessment that organisational communication activities should be anchored in internal co-creation in order to increase the likelihood of member identification, we propose an extended model of Corporate Branding theory. Analysing 12 conversational interviews at the... (More)
In order to increase trustworthiness and obtain societal legitimacy, media organisations want their members to become ambassadors. But becoming an ambassador requires identification. Often management tries to foster identification by implementing organisational values without including members in the process of constructing such values. In the present study we explore member identification in relation to organisational communication at a Swedish newspaper organisation. With the assessment that organisational communication activities should be anchored in internal co-creation in order to increase the likelihood of member identification, we propose an extended model of Corporate Branding theory. Analysing 12 conversational interviews at the newspaper as well as its recent marketing campaign by means of Critical Discourse Analysis, our study showed that members’ perception of a positive organisational image can overpower a lack of communion and, further, that journalistic values per se—or incorporated as a symbol within the organisation—can foster identification regardless of profession. (Less)
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author
Kreutzer, Doreen and Walldén, Heidi
supervisor
organization
year
type
H2 - Master's Degree (Two Years)
subject
keywords
identification, ambassadorship, corporate branding, co-creation, mirror image, autocommunication, sensemaking, media organisations
language
English
id
1980498
alternative location
http://portal.ch.lu.se/Campus.NET/Services/Publication/Export.aspx?id=1813&type=doc
date added to LUP
2011-06-20
date last changed
2014-09-04 08:36:25
@misc{1980498,
  abstract     = {In order to increase trustworthiness and obtain societal legitimacy, media organisations want their members to become ambassadors. But becoming an ambassador requires identification. Often management tries to foster identification by implementing organisational values without including members in the process of constructing such values. In the present study we explore member identification in relation to organisational communication at a Swedish newspaper organisation. With the assessment that organisational communication activities should be anchored in internal co-creation in order to increase the likelihood of member identification, we propose an extended model of Corporate Branding theory. Analysing 12 conversational interviews at the newspaper as well as its recent marketing campaign by means of Critical Discourse Analysis, our study showed that members’ perception of a positive organisational image can overpower a lack of communion and, further, that journalistic values per se—or incorporated as a symbol within the organisation—can foster identification regardless of profession.},
  author       = {Kreutzer, Doreen and Walldén, Heidi},
  keyword      = {identification,ambassadorship,corporate branding,co-creation,mirror image,autocommunication,sensemaking,media organisations},
  language     = {eng},
  note         = {Student Paper},
  title        = {"The trustworthy Friend" - A study of the relation between organisational communication and member identification at a Swedish media organisation},
  year         = {2011},
}