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En PRessad Framtida Relation

Dworén, Joachim LU and Ax, Erik LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract (Swedish)
Denna studie ämnar att skapa en förståelse för den komplexa relationen mellan journalister och PR-praktiker, genom att undersöka hur journaliststudenter i Skåne uppfattar sina roller som framtida journalister, deras syn på PR, samt journalisti-kens relation till PR. Studien undersöker även vilken roll utbildningen har i skap-andet av journaliststudenternas syn på PR. Studien använder en blandad metodik, och består således av kvantitativ och kvalitativ data. Det kvantitativa materialet består av enkäter ifyllda av samtliga journaliststudenter på Lunds Universitet och Skurup Folkhögskola, och det kvalitativa inslaget består av 5 intervjuer, genom-förda med tre studenter, samt med tre individer ansvariga för utbildningarna. Undersökningen... (More)
Denna studie ämnar att skapa en förståelse för den komplexa relationen mellan journalister och PR-praktiker, genom att undersöka hur journaliststudenter i Skåne uppfattar sina roller som framtida journalister, deras syn på PR, samt journalisti-kens relation till PR. Studien undersöker även vilken roll utbildningen har i skap-andet av journaliststudenternas syn på PR. Studien använder en blandad metodik, och består således av kvantitativ och kvalitativ data. Det kvantitativa materialet består av enkäter ifyllda av samtliga journaliststudenter på Lunds Universitet och Skurup Folkhögskola, och det kvalitativa inslaget består av 5 intervjuer, genom-förda med tre studenter, samt med tre individer ansvariga för utbildningarna. Undersökningen visar att journaliststudenterna anser att de har ett viktigt ansvar som journalist, främst i och med sin granskande och oberoende funktion i sam-hället. Resultaten visar också att studenterna har lågt förtroende för PR-branschen, att de har dålig kännedom om branschen, samt att de inte vet vilka arbetsuppgifter som ingår i PR-yrket. Den visar vidare att den syn de har på PR mer är förenlig med reklam och marknadsföring, vilket kan härledas till deras förutfattade, nega-tiva meningar om branschen. PR behandlas inte nämnvärt i de journalistiska ut-bildningarna - studenternas bild av PR formas mer i diskussioner med kurskamra-ter. Medan teorier lyfter fram PR som en förutsättning för journalistiken, håller enbart 50 % av respondendenterna med om att PR är en tillgång och en viktig in-formationskälla för journalistiken. Undersökningen belyser således en problema-tisk bild för de framtida medierelationerna. Arbetet kring detta examensarbete har till lika stora delar utförts av båda författarna. (Less)
Abstract
This study aims to create an understanding of the complex relationship between journalists and PR-practitioners, by investigating students of journalism in Skånes perception of their future role as journalists, their perception of PR, and their per-ception of journalisms relation to PR. The study also investigates the roll of the education in the creation of their perception of PR. The study uses a mixed meth-odology, and concists of quantitative and qualitative data. The quantitative part concists of a survey answered by all students of journalism in Lund University and Skurup Folk high-school, and the qualitative part consists of five interviews, conducted with three students, and three individuals responsible for the educa-tion. The... (More)
This study aims to create an understanding of the complex relationship between journalists and PR-practitioners, by investigating students of journalism in Skånes perception of their future role as journalists, their perception of PR, and their per-ception of journalisms relation to PR. The study also investigates the roll of the education in the creation of their perception of PR. The study uses a mixed meth-odology, and concists of quantitative and qualitative data. The quantitative part concists of a survey answered by all students of journalism in Lund University and Skurup Folk high-school, and the qualitative part consists of five interviews, conducted with three students, and three individuals responsible for the educa-tion. The study shows that the students think they have an important responsibility as journalists, primarily in their role as independent scrutinizers in the society. It further shows the students have low trust in the PR-industry, and that they have little knowledge of the industry and the work tasks of the PR-practitioner. Their perception of PR is more consistent with definitions of marketing and advertising than PR, which can be derived from their preconceived perceptions of PR. PR is not adressed during their education. Instead, their perception is formed via discus-sions with their classmates. While theories regard PR as an enabler for journalism, only 50 % of the respondents view PR as an assett and an important source of in-formation. The study therefor illuminates a problematic future relationship be-tween journalism and PR. The study has been performed equally by both authors. (Less)
Please use this url to cite or link to this publication:
author
Dworén, Joachim LU and Ax, Erik LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
Public Relations, PR, Journalistik, Medierelationer, Relationer, Journalism, Media Relations, Relationships
language
Swedish
English
id
5463205
date added to LUP
2015-06-12 08:13:50
date last changed
2015-06-12 08:13:50
@misc{5463205,
  abstract     = {This study aims to create an understanding of the complex relationship between journalists and PR-practitioners, by investigating students of journalism in Skånes perception of their future role as journalists, their perception of PR, and their per-ception of journalisms relation to PR. The study also investigates the roll of the education in the creation of their perception of PR. The study uses a mixed meth-odology, and concists of quantitative and qualitative data. The quantitative part concists of a survey answered by all students of journalism in Lund University and Skurup Folk high-school, and the qualitative part consists of five interviews, conducted with three students, and three individuals responsible for the educa-tion. The study shows that the students think they have an important responsibility as journalists, primarily in their role as independent scrutinizers in the society. It further shows the students have low trust in the PR-industry, and that they have little knowledge of the industry and the work tasks of the PR-practitioner. Their perception of PR is more consistent with definitions of marketing and advertising than PR, which can be derived from their preconceived perceptions of PR. PR is not adressed during their education. Instead, their perception is formed via discus-sions with their classmates. While theories regard PR as an enabler for journalism, only 50 % of the respondents view PR as an assett and an important source of in-formation. The study therefor illuminates a problematic future relationship be-tween journalism and PR. The study has been performed equally by both authors.},
  author       = {Dworén, Joachim and Ax, Erik},
  keyword      = {Public Relations,PR,Journalistik,Medierelationer,Relationer,Journalism,Media Relations,Relationships},
  language     = {swe},
  note         = {Student Paper},
  title        = {En PRessad Framtida Relation},
  year         = {2015},
}