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Att enas kring olikheter – Integrerad kommunikation i den offentliga sektorn

Hellgren, Alexander LU (2016) SKOM12 20161
Department of Strategic Communication
Abstract
Drawing upon discourse and field theory, this study sets out to understand how public organisations manage the tension between inherent internal contradictions and the ambition to integrate their communications. Malmö city’s work coordi-nating the city’s communication in relation to the so called ‘Sorgenfri camp’ was studied as a case. Administrative employees and local politicians involved with the cooperation was interviewed.
The study shows that the ambition to speak with a unified voice is rooted in the perception that external actors see the city as a singular discursive author. This ambition is complicated by the organisation being separated into fields with distinct logics. The actors can only exert influence over objects... (More)
Drawing upon discourse and field theory, this study sets out to understand how public organisations manage the tension between inherent internal contradictions and the ambition to integrate their communications. Malmö city’s work coordi-nating the city’s communication in relation to the so called ‘Sorgenfri camp’ was studied as a case. Administrative employees and local politicians involved with the cooperation was interviewed.
The study shows that the ambition to speak with a unified voice is rooted in the perception that external actors see the city as a singular discursive author. This ambition is complicated by the organisation being separated into fields with distinct logics. The actors can only exert influence over objects legitimate within the own field, making it impossible to unify messages. The tension is somewhat paradoxically managed by emphasizing the differences between the fields. Major discrepancies are avoided while the image of the author as unified is criticised. (Less)
Abstract (Swedish)
Denna studie anlägger ett diskurs- och fältteoretiskt perspektiv i syfte att förstå hur offentliga organisationer hanterar spänningen mellan deras till synes oundvikliga interna motsättningar och ambitionen att integrera kommunikationen. Malmö stads samordning i syfte att tala med en röst i relation till det så kallade ”Sorgenfrilägret” studerades som fall. Administrativa tjänstemän och lokalpolitiker som direkt arbetat med samordningen intervjuades.
Studien visar att aktörernas ambition att tala med en enad röst bottnar i uppfattningen att externa aktörer ser staden som en enhetlig diskursiv författare. Detta försvåras av att organisationen är uppdelad i fält med separata logiker. Aktörer kan endast tala om och utöva inflytande över... (More)
Denna studie anlägger ett diskurs- och fältteoretiskt perspektiv i syfte att förstå hur offentliga organisationer hanterar spänningen mellan deras till synes oundvikliga interna motsättningar och ambitionen att integrera kommunikationen. Malmö stads samordning i syfte att tala med en röst i relation till det så kallade ”Sorgenfrilägret” studerades som fall. Administrativa tjänstemän och lokalpolitiker som direkt arbetat med samordningen intervjuades.
Studien visar att aktörernas ambition att tala med en enad röst bottnar i uppfattningen att externa aktörer ser staden som en enhetlig diskursiv författare. Detta försvåras av att organisationen är uppdelad i fält med separata logiker. Aktörer kan endast tala om och utöva inflytande över objekt som är legitima i det egna fältet, vilket gör det omöjligt att ta fram helt gemensamma budskap. Spänningen hanteras något paradoxalt genom att framhäva skillnaderna mellan fälten. På så sätt undviks större diskrepanser, samtidigt som bilden av staden som enhetlig kritiseras. (Less)
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author
Hellgren, Alexander LU
supervisor
organization
course
SKOM12 20161
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Strategisk kommunikation, integrerad kommunikation, offentlig sektor, diskursanalys, Foucault, Bourdieu, strategic communications, integrated communications, public sector, discourse analysis
language
Swedish
id
8876763
date added to LUP
2016-06-13 13:24:04
date last changed
2016-06-13 13:24:04
@misc{8876763,
  abstract     = {Drawing upon discourse and field theory, this study sets out to understand how public organisations manage the tension between inherent internal contradictions and the ambition to integrate their communications. Malmö city’s work coordi-nating the city’s communication in relation to the so called ‘Sorgenfri camp’ was studied as a case. Administrative employees and local politicians involved with the cooperation was interviewed.
The study shows that the ambition to speak with a unified voice is rooted in the perception that external actors see the city as a singular discursive author. This ambition is complicated by the organisation being separated into fields with distinct logics. The actors can only exert influence over objects legitimate within the own field, making it impossible to unify messages. The tension is somewhat paradoxically managed by emphasizing the differences between the fields. Major discrepancies are avoided while the image of the author as unified is criticised.},
  author       = {Hellgren, Alexander},
  keyword      = {Strategisk kommunikation,integrerad kommunikation,offentlig sektor,diskursanalys,Foucault,Bourdieu,strategic communications,integrated communications,public sector,discourse analysis},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att enas kring olikheter – Integrerad kommunikation i den offentliga sektorn},
  year         = {2016},
}