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Att kommunicera religion

Andersson, Rickard LU and Johnsson, Jonas LU (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
Sverige är idag ett sekulärt och individualistiskt samhälle. Detta ställer höga krav på hur religiösa organisationer kommunicerar. Med ett socialkonstruktionistiskt synsätt undersöker vi hur Svenska kyrkans anställda anser att organisationen bör kommunicera för att legitimera sin roll i samhället. Vi undersöker även hur detta yttrar sig i Svenska kyrkans kommunikationskanaler. Detta har vi gjort med hjälp av kvalitativa intervjuer och textanalys. Genom att använda oss av nyinstitutionell teori och teorier kring varumärkesbyggande har vi kunnat urskilja olika faktorer som påverkar hur Svenska kyrkan kommunicerar. Vi kan visa på hur strävan efter legitimitet samt isomorfa krafter i hög grad påverkar organisationers kommunikation. Vi har... (More)
Sverige är idag ett sekulärt och individualistiskt samhälle. Detta ställer höga krav på hur religiösa organisationer kommunicerar. Med ett socialkonstruktionistiskt synsätt undersöker vi hur Svenska kyrkans anställda anser att organisationen bör kommunicera för att legitimera sin roll i samhället. Vi undersöker även hur detta yttrar sig i Svenska kyrkans kommunikationskanaler. Detta har vi gjort med hjälp av kvalitativa intervjuer och textanalys. Genom att använda oss av nyinstitutionell teori och teorier kring varumärkesbyggande har vi kunnat urskilja olika faktorer som påverkar hur Svenska kyrkan kommunicerar. Vi kan visa på hur strävan efter legitimitet samt isomorfa krafter i hög grad påverkar organisationers kommunikation. Vi har identifierat två huvudsakliga synsätt bland de anställda på hur de ser på Svenska kyrkans kommunikation. Det mottagarorienterade, där budskapet utformas efter intressenternas preferenser, och det sändarorienterade synsättet, där budskapet utformas efter Svenska kyrkans kristna budskap. (Less)
Abstract
Today, Sweden is a secular and individualistic society. Communication is therefore a great challenge for religious organizations. With a social constructionist approach, we examine how employees of the Swedish church believe that the organization should communicate to legitimize their role in the Swedish society. We also examine different communication channels to see how the Swedish church communicates practically. We have accomplished this by using qualitative interviews and text analysis. Through the use of neo-institutional theory and theories of branding, we have been able to distinguish various factors influencing how the Swedish church communicates. Our study shows how the aspiration for legitimacy together with isomorphic forces... (More)
Today, Sweden is a secular and individualistic society. Communication is therefore a great challenge for religious organizations. With a social constructionist approach, we examine how employees of the Swedish church believe that the organization should communicate to legitimize their role in the Swedish society. We also examine different communication channels to see how the Swedish church communicates practically. We have accomplished this by using qualitative interviews and text analysis. Through the use of neo-institutional theory and theories of branding, we have been able to distinguish various factors influencing how the Swedish church communicates. Our study shows how the aspiration for legitimacy together with isomorphic forces highly affects organizations’ communication. We have identified two main approaches among their employees concerning how they see the Swedish Church's communication. “The receiver oriented approach”, where the message is tailored to the stakeholders' preferences, and “the transmitter oriented approach”, where the message is tailored to the Swedish Church's Christian message. (Less)
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author
Andersson, Rickard LU and Johnsson, Jonas LU
supervisor
organization
alternative title
To communicate religion
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
nyinstitutionell teori, legitimitet, isomorfism, strategisk kommunikation, kommunikation, varumärkesbyggande, religious branding, religion, svenska kyrkan, kristendom, neo-institutionalism, legitimacy, isomorphism, strategic communication, communication, branding, church of sweden, christianity
language
Swedish
id
4017181
date added to LUP
2013-09-05 09:26:34
date last changed
2014-09-04 08:36:23
@misc{4017181,
  abstract     = {Today, Sweden is a secular and individualistic society. Communication is therefore a great challenge for religious organizations. With a social constructionist approach, we examine how employees of the Swedish church believe that the organization should communicate to legitimize their role in the Swedish society. We also examine different communication channels to see how the Swedish church communicates practically. We have accomplished this by using qualitative interviews and text analysis. Through the use of neo-institutional theory and theories of branding, we have been able to distinguish various factors influencing how the Swedish church communicates. Our study shows how the aspiration for legitimacy together with isomorphic forces highly affects organizations’ communication. We have identified two main approaches among their employees concerning how they see the Swedish Church's communication. “The receiver oriented approach”, where the message is tailored to the stakeholders' preferences, and “the transmitter oriented approach”, where the message is tailored to the Swedish Church's Christian message.},
  author       = {Andersson, Rickard and Johnsson, Jonas},
  keyword      = {nyinstitutionell teori,legitimitet,isomorfism,strategisk kommunikation,kommunikation,varumärkesbyggande,religious branding,religion,svenska kyrkan,kristendom,neo-institutionalism,legitimacy,isomorphism,strategic communication,communication,branding,church of sweden,christianity},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att kommunicera religion},
  year         = {2013},
}