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”Vi söker en noggrann och kreativ bläckfisk” En kvalitativ innehållsanalys av platsannonser på LinkedIn för kommunikatörer

Molin, Jenny LU and Wikingsson, Karin (2019) SKDK11 20191
Department of Strategic Communication
Abstract (Swedish)
Kommunikatörer är en yrkesgrupp som både kämpar för sin legitimitet och ett tyd-liggörande av vad rollen innebär. Denna studie syftar till att undersöka hur kommu-nikatören porträtteras i platsannonser på LinkedIn. Studien utgår från en socialkon-struktivistisk ansats, där rollen antas konstrueras genom hur den beskrivs och talas om. Det empiriska materialet analyseras genom en kvalitativ innehållsanalys som grundas i de teman och mönster som utkristalliseras. Vidare kontextualiseras materi-alet genom att ställas i relation till relevanta teorier inom strategisk kommunikation och rollforskning. Genom en kvalitativ innehållsanalys av platsannonser nås en dju-pare förståelse för arbetsmarknadens uttalade förväntningar på rollen och dess... (More)
Kommunikatörer är en yrkesgrupp som både kämpar för sin legitimitet och ett tyd-liggörande av vad rollen innebär. Denna studie syftar till att undersöka hur kommu-nikatören porträtteras i platsannonser på LinkedIn. Studien utgår från en socialkon-struktivistisk ansats, där rollen antas konstrueras genom hur den beskrivs och talas om. Det empiriska materialet analyseras genom en kvalitativ innehållsanalys som grundas i de teman och mönster som utkristalliseras. Vidare kontextualiseras materi-alet genom att ställas i relation till relevanta teorier inom strategisk kommunikation och rollforskning. Genom en kvalitativ innehållsanalys av platsannonser nås en dju-pare förståelse för arbetsmarknadens uttalade förväntningar på rollen och dess bi-drag till organisationen.
Resultatet bekräftar tidigare forsknings fastställande kring att det råder delade meningar om vad en kommunikatör förväntas bidra med till organisationen. Vidare visar studien på att ett flertal organisationer har omfattande förväntningar på kom-munikatörens kompetens, kunskaper och erfarenhet. Trots det allt större strategiska fokuset i forskningen om yrket konstateras att merparten av arbetsuppgifterna är operativa i praktiken. Fem utmärkande roller inom ramen för kommunikatörsyrket identifieras. De fem rollerna utgör olika sätt för kommunikatören att bidra med värde. Studien fastställer att fältet behöver ytterligare forskning för att nå en konse-kvent bild av kommunikatörsrollen. (Less)
Abstract
Communication professionals are an occupational group who fight for their legiti-macy and a clarification of what their role implies. This study aims to research how the communication professional is portrayed in job advertisements at LinkedIn. The study adopts a social constructivist approach in which the role is assumed to be con-strued through descriptions of it. The empirical material is analyzed through a quali-tative content analysis, based on the themes and patterns that are crystallized. Fur-thermore, the material is contextualized in relation to relevant theories within strate-gic communication and role research. Through a qualitative content analysis of job ads, a deeper understanding of the labor market’s explicit expectations... (More)
Communication professionals are an occupational group who fight for their legiti-macy and a clarification of what their role implies. This study aims to research how the communication professional is portrayed in job advertisements at LinkedIn. The study adopts a social constructivist approach in which the role is assumed to be con-strued through descriptions of it. The empirical material is analyzed through a quali-tative content analysis, based on the themes and patterns that are crystallized. Fur-thermore, the material is contextualized in relation to relevant theories within strate-gic communication and role research. Through a qualitative content analysis of job ads, a deeper understanding of the labor market’s explicit expectations of the role and its contribution to the organization is reached.
The findings confirm previous research’ statement regarding a difference of opinion on what a communication professional is expected to contribute to an organ-ization. Furthermore, the study shows that several organizations have extensive de-mands on the communication professional’s competence, knowledge and experi-ence. Despite the growing strategic focus highlighted by previous research, it is not-ed that a majority of the professional tasks are operational in practice. Five distinc-tive roles are identified within the communication profession. The five roles repre-sent different means through which the communication practitioner can contribute with value. The study settles that the field needs further research in order to reach a consistent comprehension of the communication professional’s role. (Less)
Please use this url to cite or link to this publication:
author
Molin, Jenny LU and Wikingsson, Karin
supervisor
organization
alternative title
“We are looking for a meticulous and creative octopus” A qualitative content analysis of job advertisements at LinkedIn for communication professionals
course
SKDK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
strategic communication, roles, communication professional, professionalization, LinkedIn, recruitment advertisement, strategisk kommunikation, roller, kommunikatör, professionalisering, re-kryteringsannonsering
language
Swedish
id
8975514
date added to LUP
2019-06-05 10:56:54
date last changed
2019-06-05 10:56:54
@misc{8975514,
  abstract     = {{Communication professionals are an occupational group who fight for their legiti-macy and a clarification of what their role implies. This study aims to research how the communication professional is portrayed in job advertisements at LinkedIn. The study adopts a social constructivist approach in which the role is assumed to be con-strued through descriptions of it. The empirical material is analyzed through a quali-tative content analysis, based on the themes and patterns that are crystallized. Fur-thermore, the material is contextualized in relation to relevant theories within strate-gic communication and role research. Through a qualitative content analysis of job ads, a deeper understanding of the labor market’s explicit expectations of the role and its contribution to the organization is reached. 
 The findings confirm previous research’ statement regarding a difference of opinion on what a communication professional is expected to contribute to an organ-ization. Furthermore, the study shows that several organizations have extensive de-mands on the communication professional’s competence, knowledge and experi-ence. Despite the growing strategic focus highlighted by previous research, it is not-ed that a majority of the professional tasks are operational in practice. Five distinc-tive roles are identified within the communication profession. The five roles repre-sent different means through which the communication practitioner can contribute with value. The study settles that the field needs further research in order to reach a consistent comprehension of the communication professional’s role.}},
  author       = {{Molin, Jenny and Wikingsson, Karin}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{”Vi söker en noggrann och kreativ bläckfisk” En kvalitativ innehållsanalys av platsannonser på LinkedIn för kommunikatörer}},
  year         = {{2019}},
}