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Meningslösa begrepp som skapar mening

Bergqvist O'Konor, Olivia LU and Chibba, Rebecca LU (2016) SKOK01 20161
Department of Strategic Communication
Abstract
Paid, owned and earned media are three concepts, which are frequently used within the media industry. This despite the fact that some people see them as retrogressive as well as the media landscape is constantly changing, whereby the media types are converged and therefore difficult to distinguish. It has appeared that the concepts also seem to be in absence of theoretical foundation. This study intends to inquire how operatives within the Public Relation industry avails the concept of paid, owned and earned communication, and what purpose they are given. The study is based on theories concerning the definitions and practice of the three concepts, as well as concepts in general and its function regarding inter-active communication.... (More)
Paid, owned and earned media are three concepts, which are frequently used within the media industry. This despite the fact that some people see them as retrogressive as well as the media landscape is constantly changing, whereby the media types are converged and therefore difficult to distinguish. It has appeared that the concepts also seem to be in absence of theoretical foundation. This study intends to inquire how operatives within the Public Relation industry avails the concept of paid, owned and earned communication, and what purpose they are given. The study is based on theories concerning the definitions and practice of the three concepts, as well as concepts in general and its function regarding inter-active communication. Furthermore, the study approaches a transmitter perspec-tive and is performed using Haslanger’s conceptual analysis. The empiric of the study is composed by 11 interviews, which have been analyzed thru a qualitative schematisation. The findings of the study reveals that the respondents have differ-ent perceptions of how the concepts should be defined, which also seems to differ from the theories. The result also indicates that the respondents see the concepts as self-evident, but at the same time they consider them unnecessary, whereof paradoxes arise. This indicates that the concepts are fulfilling a role as an explana-tory model as well as a key to organizing in an ambiguous and complex media landscape. Finally, by applying the concepts functions in a superior context, we can affirm that concepts facilitates for individual’s communication with one an-other. (Less)
Abstract (Swedish)
Köpt, ägd och förtjänad kommunikation är tre begrepp som är vanligt förekom-mande i mediebranschen. Detta trots att dagens föränderliga medielandskap gör det allt svårare att skilja på olika typer av kommunikation samt att en del anser begreppen vara förlegade. Det har även visat sig att begreppen verkar sakna teore-tisk grund. Mot bakgrund av detta ämnar denna studie öka förståelsen för hur yr-kesaktiva inom Public Relations använder sig av begreppen köpt, ägd och förtjä-nad kommunikation samt vilken mening dessa tilldelas. Studien grundar sig i teo-rier kring de tre begreppens definitioner och användning, samt kring begrepp i allmänhet och dess funktion för interaktiv kommunikation. Studien utgår från ett sändarperspektiv och utförs med... (More)
Köpt, ägd och förtjänad kommunikation är tre begrepp som är vanligt förekom-mande i mediebranschen. Detta trots att dagens föränderliga medielandskap gör det allt svårare att skilja på olika typer av kommunikation samt att en del anser begreppen vara förlegade. Det har även visat sig att begreppen verkar sakna teore-tisk grund. Mot bakgrund av detta ämnar denna studie öka förståelsen för hur yr-kesaktiva inom Public Relations använder sig av begreppen köpt, ägd och förtjä-nad kommunikation samt vilken mening dessa tilldelas. Studien grundar sig i teo-rier kring de tre begreppens definitioner och användning, samt kring begrepp i allmänhet och dess funktion för interaktiv kommunikation. Studien utgår från ett sändarperspektiv och utförs med hjälp av Haslangers begreppsanalys. Det empi-riska materialet utgörs av 11 intervjuer som har analyserats med hjälp av en kvali-tativ tematisk intensivanalys. Resultatet visar att respondenterna verkar ha en del skilda uppfattningar kring hur samtliga begrepp bör definieras, vilka även skiljer sig från teorierna samt tidigare forskning. Vidare visar studien att respondenterna talar om begreppen som om de vore självklara i branschen, samtidigt som de anser dem överflödiga, varav paradoxer uppstår. Detta tyder på att begreppen tjänar som en förklaringsmodell samt ordningsskapare i ett diffust och komplext medieland-skap. Avslutningsvis kan vi, genom att applicera begreppens funktion i en större kontext, konstatera att begrepp underlättar i människors kommunikation med andra. (Less)
Please use this url to cite or link to this publication:
author
Bergqvist O'Konor, Olivia LU and Chibba, Rebecca LU
supervisor
organization
alternative title
En begreppsanalys av begreppen köpt, ägd och förtjänad kommunikation
course
SKOK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
Kommunikation, public relations, köpt, ägd, förtjänad, begrepp, begreppsanalys, ordning
language
Swedish
id
8877968
date added to LUP
2016-06-09 16:32:27
date last changed
2016-06-09 16:32:27
@misc{8877968,
  abstract     = {Paid, owned and earned media are three concepts, which are frequently used within the media industry. This despite the fact that some people see them as retrogressive as well as the media landscape is constantly changing, whereby the media types are converged and therefore difficult to distinguish. It has appeared that the concepts also seem to be in absence of theoretical foundation. This study intends to inquire how operatives within the Public Relation industry avails the concept of paid, owned and earned communication, and what purpose they are given. The study is based on theories concerning the definitions and practice of the three concepts, as well as concepts in general and its function regarding inter-active communication. Furthermore, the study approaches a transmitter perspec-tive and is performed using Haslanger’s conceptual analysis. The empiric of the study is composed by 11 interviews, which have been analyzed thru a qualitative schematisation. The findings of the study reveals that the respondents have differ-ent perceptions of how the concepts should be defined, which also seems to differ from the theories. The result also indicates that the respondents see the concepts as self-evident, but at the same time they consider them unnecessary, whereof paradoxes arise. This indicates that the concepts are fulfilling a role as an explana-tory model as well as a key to organizing in an ambiguous and complex media landscape. Finally, by applying the concepts functions in a superior context, we can affirm that concepts facilitates for individual’s communication with one an-other.},
  author       = {Bergqvist O'Konor, Olivia and Chibba, Rebecca},
  keyword      = {Kommunikation,public relations,köpt,ägd,förtjänad,begrepp,begreppsanalys,ordning},
  language     = {swe},
  note         = {Student Paper},
  title        = {Meningslösa begrepp som skapar mening},
  year         = {2016},
}