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Kommunkationsmoden: En kvalitativ studie om kommunikationskonsulter i Sverige

Petersson, Julia LU and Ragnarsson, Emma LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract (Swedish)
Kommunikationskonsulter anses ha en viktig roll i samhället. Deras verksamhet handlar till stor del om att sprida idéer och kunskap som kan lösa problem organisationer står inför, men detta har fått ett begränsat utrymme i den existerande forskningen. Fältet har präglats av instrumentella studier och studier om kommunikationskonsultens roll och identitet. När en idé vid samma tidpunkt följs av många antar det formen av ett mode, vilket underlättar spridningen. Denna studie ämnar öka förståelsen för hur kommunikationsmoden, med content marketing som exempel, sprids och legitimeras i kommunikationskonsulters verksamhet. Metoden för genomförandet har bestått av fjorton kvalitativa intervjuer som analyserats utifrån ett nyinstitutionalistiskt... (More)
Kommunikationskonsulter anses ha en viktig roll i samhället. Deras verksamhet handlar till stor del om att sprida idéer och kunskap som kan lösa problem organisationer står inför, men detta har fått ett begränsat utrymme i den existerande forskningen. Fältet har präglats av instrumentella studier och studier om kommunikationskonsultens roll och identitet. När en idé vid samma tidpunkt följs av många antar det formen av ett mode, vilket underlättar spridningen. Denna studie ämnar öka förståelsen för hur kommunikationsmoden, med content marketing som exempel, sprids och legitimeras i kommunikationskonsulters verksamhet. Metoden för genomförandet har bestått av fjorton kvalitativa intervjuer som analyserats utifrån ett nyinstitutionalistiskt perspektiv integrerat med modeteori. Resultatet av studien visar hur content marketing sprids genom att det har materialiserats, imiterats och redigerats samt att spridningen legitimeras med hjälp av rationella argument för dess problemlösande förmåga. Slutligen har det nyinstitutionella perspektivet på idéspridning och modeteori gett en djupare förståelse av kommunikationskonsultens arbete. (Less)
Abstract
Communication consultants are considered to have an important role in today's society. Their work includes dissemination of ideas and knowledge in order to solve organizational problems. However, the existing literature on this subject is limited. The research field mostly contains instrumental studies and studies on the role and identity of the communication consultant. When an idea is adopted by many actors at the same time it becomes a fashion, which is in favour of the dissemination of the idea. This study seeks to enhance the understanding of how communication fashions, with content marketing as an example, are disseminated and legitimized in the work of communication consultants. The used methods have contained fourteen qualitative... (More)
Communication consultants are considered to have an important role in today's society. Their work includes dissemination of ideas and knowledge in order to solve organizational problems. However, the existing literature on this subject is limited. The research field mostly contains instrumental studies and studies on the role and identity of the communication consultant. When an idea is adopted by many actors at the same time it becomes a fashion, which is in favour of the dissemination of the idea. This study seeks to enhance the understanding of how communication fashions, with content marketing as an example, are disseminated and legitimized in the work of communication consultants. The used methods have contained fourteen qualitative interviews, which have been analyzed from a neo-institutional perspective integrated with fashion theory. Results have shown how content marketing is disseminated by materialization, imitation and editing and the dissemination is legitimized by rational arguments regarding its problem solving ability. In conclusion, a neo-institutional perspective on travels of ideas and fashion theory has given a deeper understanding of the work of communication consultants. (Less)
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author
Petersson, Julia LU and Ragnarsson, Emma LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
kommunikationskonsult, kommunikationsmode, idéspridning, översättning, nyinstitutionell teori, content marketing, strategisk kommunikation
language
Swedish
id
5468530
date added to LUP
2015-06-12 08:06:10
date last changed
2015-06-12 08:06:10
@misc{5468530,
  abstract     = {Communication consultants are considered to have an important role in today's society. Their work includes dissemination of ideas and knowledge in order to solve organizational problems. However, the existing literature on this subject is limited. The research field mostly contains instrumental studies and studies on the role and identity of the communication consultant. When an idea is adopted by many actors at the same time it becomes a fashion, which is in favour of the dissemination of the idea. This study seeks to enhance the understanding of how communication fashions, with content marketing as an example, are disseminated and legitimized in the work of communication consultants. The used methods have contained fourteen qualitative interviews, which have been analyzed from a neo-institutional perspective integrated with fashion theory. Results have shown how content marketing is disseminated by materialization, imitation and editing and the dissemination is legitimized by rational arguments regarding its problem solving ability. In conclusion, a neo-institutional perspective on travels of ideas and fashion theory has given a deeper understanding of the work of communication consultants.},
  author       = {Petersson, Julia and Ragnarsson, Emma},
  keyword      = {kommunikationskonsult,kommunikationsmode,idéspridning,översättning,nyinstitutionell teori,content marketing,strategisk kommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kommunkationsmoden: En kvalitativ studie om kommunikationskonsulter i Sverige},
  year         = {2015},
}