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Medarbetare eller medborgare? - En kvalitativ studie i autokommunikation i Helsingborgs stad

Johansson, Evelina LU and Lindholtz, Anna LU (2016) SKDK02 20161
Department of Strategic Communication
Abstract (Swedish)
Denna kvalitativa studie syftar till att undersöka hur medarbetare i Helsingborgs stad upplever organisationens externa kommunikation. Mer specifikt undersöks hur organisationens Instagramkonto @helsingborgsstad upplevs och hur dessa upplevelser påverkar den autokommunikativa processen. Denna process uppstår då interna publiker tar del av den externa kommunikationen. Genom semistrukturerade intervjuer med medarbetare produceras det empiriska material vilket ligger till grund för studiens analys. Med huvudsakligt fokus på autokommunikation och med stöd av relevanta teorier inom organisations- och kommunikationsforskningen har det empiriska materialet analyserats genom tematisering och kontextualisering. Analysen visar att Instagramkontot... (More)
Denna kvalitativa studie syftar till att undersöka hur medarbetare i Helsingborgs stad upplever organisationens externa kommunikation. Mer specifikt undersöks hur organisationens Instagramkonto @helsingborgsstad upplevs och hur dessa upplevelser påverkar den autokommunikativa processen. Denna process uppstår då interna publiker tar del av den externa kommunikationen. Genom semistrukturerade intervjuer med medarbetare produceras det empiriska material vilket ligger till grund för studiens analys. Med huvudsakligt fokus på autokommunikation och med stöd av relevanta teorier inom organisations- och kommunikationsforskningen har det empiriska materialet analyserats genom tematisering och kontextualisering. Analysen visar att Instagramkontot upplevs positivt men att intresset för innehållet varierar. Detta eftersom medarbetarna inte alltid kan känna koppling till det uppladdade materialet eller den person som laddat upp det. Intervjupersonerna uppger att de har svårt att identifiera sig med andra medarbetare i organisationen och flera verkar också uppleva det svårt att se på Instagramkontot ur ett medarbetarperspektiv. Dessa svårigheter kan härledas till den komplexa organisation som Helsingborgs stad är. Vidare påverkar även kommunikationens form hur medarbetarna tolkar innehållet. Detta innebär att medarbetarna i egenskap av individer tolkar kommunikationen på olika sätt beroende på sina individuella referensramar. Det får till följd att Christensens autokommunikativa modell inte är tillräcklig för att beskriva den autokommunikativa process som uppstår då en individ tolkar kommunikationen. Studien mynnar därför ut i en uppdaterad version av den autokommunikativa modellen vilken tar hänsyn till individen och hens tolkningar. Detta för att visa på betydelsen av individperspektivet i organisationskommunikation. (Less)
Abstract
The aim of this qualitative study is to examine how employees in Helsingborg’s stad percive the organizations external communication. More specifically the aim is to examine how they feel about the organizations Instagram account @helsingborgsstad and how these experiences affect the auto-communicative process. Said process occurs when internal audiences come in contact with the external communication. By conducting semi-structured interviews with employees, empirics are produced which serves as the foundation for the analysis. With a main focus on auto-communication and with support from a relevant theoretical framework including theories about organizations and communication, the empirics has been analyzed through contextualization and... (More)
The aim of this qualitative study is to examine how employees in Helsingborg’s stad percive the organizations external communication. More specifically the aim is to examine how they feel about the organizations Instagram account @helsingborgsstad and how these experiences affect the auto-communicative process. Said process occurs when internal audiences come in contact with the external communication. By conducting semi-structured interviews with employees, empirics are produced which serves as the foundation for the analysis. With a main focus on auto-communication and with support from a relevant theoretical framework including theories about organizations and communication, the empirics has been analyzed through contextualization and schematization. The analysis shows that the Instagram account is perceived in a positive way though the level of interest for the content varies. This can be said to be a result of the lack of perceived connection towards the uploaded content or the person uploading it. The interviewee’s report that they have a hard time identifying with other employees. Several interviewee’s also seem to find it difficult to look at the account from an employee-point of view. These difficulties can be said to derive from Helsingborg’s stads complex organizational structure. Furthermore, the form of the communication affects how the employees interprets the content. This means that the employees as individuals interprets the communication differently based on their previous experiences and individual perceptions of the world. Therefore, Christensen’s auto-communicative model is no longer adequate to describe the auto-communicative process which occurs when an individual interprets the communication. The study proposes an updated version of the auto-communicative model which considers the individual and his or hers own interpretations. (Less)
Please use this url to cite or link to this publication:
author
Johansson, Evelina LU and Lindholtz, Anna LU
supervisor
organization
course
SKDK02 20161
year
type
M2 - Bachelor Degree
subject
keywords
autokommunikation, organisationskommunikation, Instagram, komplexitet
language
Swedish
id
8878268
date added to LUP
2016-06-09 16:44:40
date last changed
2016-06-09 16:44:40
@misc{8878268,
  abstract     = {The aim of this qualitative study is to examine how employees in Helsingborg’s stad percive the organizations external communication. More specifically the aim is to examine how they feel about the organizations Instagram account @helsingborgsstad and how these experiences affect the auto-communicative process. Said process occurs when internal audiences come in contact with the external communication. By conducting semi-structured interviews with employees, empirics are produced which serves as the foundation for the analysis. With a main focus on auto-communication and with support from a relevant theoretical framework including theories about organizations and communication, the empirics has been analyzed through contextualization and schematization. The analysis shows that the Instagram account is perceived in a positive way though the level of interest for the content varies. This can be said to be a result of the lack of perceived connection towards the uploaded content or the person uploading it. The interviewee’s report that they have a hard time identifying with other employees. Several interviewee’s also seem to find it difficult to look at the account from an employee-point of view. These difficulties can be said to derive from Helsingborg’s stads complex organizational structure. Furthermore, the form of the communication affects how the employees interprets the content. This means that the employees as individuals interprets the communication differently based on their previous experiences and individual perceptions of the world. Therefore, Christensen’s auto-communicative model is no longer adequate to describe the auto-communicative process which occurs when an individual interprets the communication. The study proposes an updated version of the auto-communicative model which considers the individual and his or hers own interpretations.},
  author       = {Johansson, Evelina and Lindholtz, Anna},
  keyword      = {autokommunikation,organisationskommunikation,Instagram,komplexitet},
  language     = {swe},
  note         = {Student Paper},
  title        = {Medarbetare eller medborgare? - En kvalitativ studie i autokommunikation i Helsingborgs stad},
  year         = {2016},
}