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The Art of Strategic Communication within Higher Education Institutions: A Case Study of Art Initiative at Stockholm School of Economics

Englund, Emma LU (2025) SKOM12 20251
Department of Strategic Communication
Abstract (Swedish)
This thesis uses the Stockholm School of Economics and its Art Initiative as a case study to investigate how institutional identity is strategically constructed through symbolic capital and aspirational narratives within higher education. Grounded in Bourdieu’s concept of symbolic capital and Christensen’s theory of aspirational communication, this research explores how symbolic practices, such as the integration of contemporary art, are employed to communicate institutional and emphatic values and strategically differentiate universities in an increasingly competitive academic landscape. By introducing the concept of aspirational capital, the study advances strategic communication theory by conceptualizing how future-oriented ideals... (More)
This thesis uses the Stockholm School of Economics and its Art Initiative as a case study to investigate how institutional identity is strategically constructed through symbolic capital and aspirational narratives within higher education. Grounded in Bourdieu’s concept of symbolic capital and Christensen’s theory of aspirational communication, this research explores how symbolic practices, such as the integration of contemporary art, are employed to communicate institutional and emphatic values and strategically differentiate universities in an increasingly competitive academic landscape. By introducing the concept of aspirational capital, the study advances strategic communication theory by conceptualizing how future-oriented ideals function as rhetorical devices and communicative assets that shape legitimacy, perception, and organizational direction. Findings demonstrate that SSE’s Art Initiative operates as a symbolic distinction and that internal actors communicate the aspirations messages. By bridging sociological theory with strategic communication, this thesis offers insights into navigating the complexities of identity, legitimacy, and symbolic strategy in institutional branding. (Less)
Please use this url to cite or link to this publication:
author
Englund, Emma LU
supervisor
organization
course
SKOM12 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
strategic communication, cultural capital, symbolic capital, aspirational talk, institutional branding, higher education, symbolic power
language
English
id
9208764
date added to LUP
2025-07-25 18:12:54
date last changed
2025-07-25 18:12:54
@misc{9208764,
  abstract     = {{This thesis uses the Stockholm School of Economics and its Art Initiative as a case study to investigate how institutional identity is strategically constructed through symbolic capital and aspirational narratives within higher education. Grounded in Bourdieu’s concept of symbolic capital and Christensen’s theory of aspirational communication, this research explores how symbolic practices, such as the integration of contemporary art, are employed to communicate institutional and emphatic values and strategically differentiate universities in an increasingly competitive academic landscape. By introducing the concept of aspirational capital, the study advances strategic communication theory by conceptualizing how future-oriented ideals function as rhetorical devices and communicative assets that shape legitimacy, perception, and organizational direction. Findings demonstrate that SSE’s Art Initiative operates as a symbolic distinction and that internal actors communicate the aspirations messages. By bridging sociological theory with strategic communication, this thesis offers insights into navigating the complexities of identity, legitimacy, and symbolic strategy in institutional branding.}},
  author       = {{Englund, Emma}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Art of Strategic Communication within Higher Education Institutions: A Case Study of Art Initiative at Stockholm School of Economics}},
  year         = {{2025}},
}