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Exkluderingsmekanismer som kommunikativ utmaning

Bauer-Björklund, Victor LU and Tedeland, Carl LU (2016) SKDK02 20161
Department of Strategic Communication
Abstract
This study aims, in the light of societal emphasis on diversity and equality, to con-tribute with a greater understanding of subcultures of consumption and the extreme sport of freeskiing. The sports discursive mechanisms of inclusion and exclusion are examined in order to identify opportunities for organizations to strategically communicate to a broader target group. By adopting a receiver perspective, a netnographic observation is conducted of the online freeskiing community Newschoolers, whereupon the material is categorized and contextualized by relevant theories and concepts within social science and strategic communication. The empirical data is further analyzed using a critical discourse analysis. The analysis shows how the sports... (More)
This study aims, in the light of societal emphasis on diversity and equality, to con-tribute with a greater understanding of subcultures of consumption and the extreme sport of freeskiing. The sports discursive mechanisms of inclusion and exclusion are examined in order to identify opportunities for organizations to strategically communicate to a broader target group. By adopting a receiver perspective, a netnographic observation is conducted of the online freeskiing community Newschoolers, whereupon the material is categorized and contextualized by relevant theories and concepts within social science and strategic communication. The empirical data is further analyzed using a critical discourse analysis. The analysis shows how the sports legitimacy promotes inclusion and exclusion of the sport's members through skill requirements while practitioners of high legitimacy can be excluded because of antisocial behaviour. Furthermore, exclusion of women and minorities are found through member’s actions and language. The findings also present communicative guidelines that suggest representative communication that portray women and minorities in a professional context, without projecting their personal attributes. Finally, the study shows the importance of under-standing subcultures of consumption in order to establish effective communication to reach a broader target group without losing the existing one. (Less)
Abstract (Swedish)
I ljuset av samhällelig betoning på mångfald och jämställdhet i ämnar denna studie att bidra med en ökad förståelse om konsumtionssubkulturen och extremspor-ten freeskiing. Sportens diskursiva inkluderings- och exkluderingsmekanismer undersöks i syfte att finna möjligheter för organisationer att strategisk kommunicera mot fler marknadssegment. Genom att anta ett mottagarperspektiv genomförs en netnografisk observation av det digitala skidforumet Newschoolers, varpå det insamlade empiriska materialet tematiseras och kontextualiseras av relevanta teorier och begrepp inom samhällsvetenskapen och strategisk kommunikation. Vida-re analyseras empirin med hjälp av en kritisk diskursanalys. Analysen belyser hur legitimitet inom freeskiing verkar... (More)
I ljuset av samhällelig betoning på mångfald och jämställdhet i ämnar denna studie att bidra med en ökad förståelse om konsumtionssubkulturen och extremspor-ten freeskiing. Sportens diskursiva inkluderings- och exkluderingsmekanismer undersöks i syfte att finna möjligheter för organisationer att strategisk kommunicera mot fler marknadssegment. Genom att anta ett mottagarperspektiv genomförs en netnografisk observation av det digitala skidforumet Newschoolers, varpå det insamlade empiriska materialet tematiseras och kontextualiseras av relevanta teorier och begrepp inom samhällsvetenskapen och strategisk kommunikation. Vida-re analyseras empirin med hjälp av en kritisk diskursanalys. Analysen belyser hur legitimitet inom freeskiing verkar för både inkludering och exkludering av utövare genom krav på färdigheter samtidigt som utövare av hög legitimitet kan exkluderas på grund av normbrytande beteende. Vidare framkommer diskursiva exkluderingsmekanismer i form av handlingar och språk som förminskar kvinnor och minoriteter. Med bakgrund i dessa insikter presenteras kommunikativa riktlinjer som representativ kommunikation som porträtterar kvinnor och minoriteter i en professionell kontext utan att projicera deras personliga attribut. Slutligen visar studien på vikten av att förstå konsumtionssubkulturer i syfte att upprätta effektiv kommunikation till en bredare målgrupp utan att förlora den befintliga. (Less)
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author
Bauer-Björklund, Victor LU and Tedeland, Carl LU
supervisor
organization
alternative title
En kvalitativ studie om freeskiingkulturens digitala kommunikation
course
SKDK02 20161
year
type
M2 - Bachelor Degree
subject
keywords
freeskiing, subcultures of consumption, gender, diversity, strategic communication, marketing communication, hegemonic masculinity, homosociality
language
Swedish
id
8877832
date added to LUP
2016-06-09 13:36:42
date last changed
2016-06-09 13:36:42
@misc{8877832,
  abstract     = {This study aims, in the light of societal emphasis on diversity and equality, to con-tribute with a greater understanding of subcultures of consumption and the extreme sport of freeskiing. The sports discursive mechanisms of inclusion and exclusion are examined in order to identify opportunities for organizations to strategically communicate to a broader target group. By adopting a receiver perspective, a netnographic observation is conducted of the online freeskiing community Newschoolers, whereupon the material is categorized and contextualized by relevant theories and concepts within social science and strategic communication. The empirical data is further analyzed using a critical discourse analysis. The analysis shows how the sports legitimacy promotes inclusion and exclusion of the sport's members through skill requirements while practitioners of high legitimacy can be excluded because of antisocial behaviour. Furthermore, exclusion of women and minorities are found through member’s actions and language. The findings also present communicative guidelines that suggest representative communication that portray women and minorities in a professional context, without projecting their personal attributes. Finally, the study shows the importance of under-standing subcultures of consumption in order to establish effective communication to reach a broader target group without losing the existing one.},
  author       = {Bauer-Björklund, Victor and Tedeland, Carl},
  keyword      = {freeskiing,subcultures of consumption,gender,diversity,strategic communication,marketing communication,hegemonic masculinity,homosociality},
  language     = {swe},
  note         = {Student Paper},
  title        = {Exkluderingsmekanismer som kommunikativ utmaning},
  year         = {2016},
}