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Gamification – The solution for a sustainable society?

Björk, Patrik LU and Zandin, Olivia (2019) SKOK11 20191
Department of Strategic Communication
Abstract (Swedish)
Den offentliga sektorn står inför utmaningar när det kommer till digitalisering och medborgare har höga förväntningar på att den offentliga sektorn ska vara effektiv och erbjuda högkvalitativ service. År 2018 tilldelades den portugisiska kommunen Cascais ett pris från organisationen World Summit Awards för sin digitala plattform City Points Cascais inom kategorin, Digital Innovation in Government and Citizen Engagement. Den digitala plattformen syftar till att uppmuntra goda samhällsgärningar och belöna medborgare med poäng som sedan kan användas till olika aktiviteter. City Points är uppbyggd av gamification, ett koncept som bygger på att öka engagemanget hos människor på samma sätt som i datorspel. Syftet med denna uppsats är att nå en... (More)
Den offentliga sektorn står inför utmaningar när det kommer till digitalisering och medborgare har höga förväntningar på att den offentliga sektorn ska vara effektiv och erbjuda högkvalitativ service. År 2018 tilldelades den portugisiska kommunen Cascais ett pris från organisationen World Summit Awards för sin digitala plattform City Points Cascais inom kategorin, Digital Innovation in Government and Citizen Engagement. Den digitala plattformen syftar till att uppmuntra goda samhällsgärningar och belöna medborgare med poäng som sedan kan användas till olika aktiviteter. City Points är uppbyggd av gamification, ett koncept som bygger på att öka engagemanget hos människor på samma sätt som i datorspel. Syftet med denna uppsats är att nå en ökad kunskap kring lanseringen av en digital plattform som från en kommuns perspektiv ska uppmuntra till goda samhällsgärningar. Denna studie utgår från fältet strategisk kommunikation och använder lanseringen av City Points Cascais som ett exempel för att nå studiens syfte. En kvalitativ studie har genomförts inkluderande fyra intervjuer och en kompletterande dokumentanalys. Resultatet av denna studie visar på två övergripande teman som har varit centrala gällande lanseringen av City Points Cascais; förenkling och kultur. Båda har visat sig vara bidragande faktorer till kommunens strategiska kommunikation. (Less)
Abstract
The public sector is facing challenges related to digitalization. Modern citizens have expectations that the public sector should be more efficient and provide quality services. In the year of 2018, the municipality of Cascais, Portugal, was awarded the best platform in the category Digital Innovation in Government and Citizen Engagement by the World Summit Awards. The platform is called City Points Cascais, which is supposed to encourage good citizenship practices and rewards citizens with points that can be used for different activities. The platform is based on gamification, a concept that derives from the same strategic in-game characteristics that are used in online gaming. The aim of this study is to gain a more in-depth... (More)
The public sector is facing challenges related to digitalization. Modern citizens have expectations that the public sector should be more efficient and provide quality services. In the year of 2018, the municipality of Cascais, Portugal, was awarded the best platform in the category Digital Innovation in Government and Citizen Engagement by the World Summit Awards. The platform is called City Points Cascais, which is supposed to encourage good citizenship practices and rewards citizens with points that can be used for different activities. The platform is based on gamification, a concept that derives from the same strategic in-game characteristics that are used in online gaming. The aim of this study is to gain a more in-depth understanding of the release and launch of a digital platform from a municipality's perspective. This study is written from a strategic communication perspective and uses City Points Cascais as an example for our study. A qualitative study was conducted and the empirical material is based on four interviews supported by a document analysis. The study resulted in two overall themes connected to the municipality’s strategic communication efforts; simplification and culture. These aspects contributed to the launch of the digital platform for City Points Cascais. (Less)
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author
Björk, Patrik LU and Zandin, Olivia
supervisor
organization
alternative title
A qualitative study regarding the launch of City Points Cascais
course
SKOK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
Gamification, public organization, municipality, strategic communication, digitalization, innovation, citizen engagement, dialogue, marketing communication, City Points, participatory budget, offentliga organisationer, kommuner, digital strategisk kommunikation, digitalisering, medborgerligt engagemang, medborgardialog, deltagande budget
language
English
id
8979569
date added to LUP
2019-07-04 10:56:58
date last changed
2019-07-04 10:56:58
@misc{8979569,
  abstract     = {The public sector is facing challenges related to digitalization. Modern citizens have expectations that the public sector should be more efficient and provide quality services. In the year of 2018, the municipality of Cascais, Portugal, was awarded the best platform in the category Digital Innovation in Government and Citizen Engagement by the World Summit Awards. The platform is called City Points Cascais, which is supposed to encourage good citizenship practices and rewards citizens with points that can be used for different activities. The platform is based on gamification, a concept that derives from the same strategic in-game characteristics that are used in online gaming. The aim of this study is to gain a more in-depth understanding of the release and launch of a digital platform from a municipality's perspective. This study is written from a strategic communication perspective and uses City Points Cascais as an example for our study. A qualitative study was conducted and the empirical material is based on four interviews supported by a document analysis. The study resulted in two overall themes connected to the municipality’s strategic communication efforts; simplification and culture. These aspects contributed to the launch of the digital platform for City Points Cascais.},
  author       = {Björk, Patrik and Zandin, Olivia},
  keyword      = {Gamification,public organization,municipality,strategic communication,digitalization,innovation,citizen engagement,dialogue,marketing communication,City Points,participatory budget,offentliga organisationer,kommuner,digital strategisk kommunikation,digitalisering,medborgerligt engagemang,medborgardialog,deltagande budget},
  language     = {eng},
  note         = {Student Paper},
  title        = {Gamification – The solution for a sustainable society?},
  year         = {2019},
}