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Kommunikatörens strategiska roll i SHL: En kvalitativ studie om Svenska Hockeyligan och strategisk kommunikation med inriktning på sociala medier
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable development according to the University's criteria is not relevant for the essay/thesis
Alternative title
The Communicator`s strategic role in SHL : A qualitative study about the Swedish Hockey League and strategic communication with focus on social media (English)
Abstract [sv]

Denna studie undersöker hur kommunikatörer arbetar med strategisk kommunikation i Sveriges högsta ishockeyliga SHL. Uppsatsen är inriktad på sociala medier och hur kommunikatörerna arbetar med de möjligheter som detta medfört. Uppsatsen undersöker även vilken roll kommunikatören får i organisationen Vårt syfte är således att skapa en förståelse för kommunikatörens roll i organisationen och hur de genomför sitt arbete ur en strategisk synvinkel.           För att komma fram till ett resultat har vi använt oss av kvalitativa intervjuer med kommunikatörer anställda av de ishockeyklubbar som tillhörde SHL under säsongen 2016/2017. Gemensamt för respondenterna är att samtliga är ansvariga för respektive klubbs användning av sociala medier.          Resultatet visar att klubbarna arbetar med sociala medier strategiskt för att bygga sitt varumärke men att de övergripande kommunikationsmålen inte skiljer sig från andra kommunikationskanaler. Strategierna mellan de olika sociala medierna skiljde sig dock från varandra i arbetet med att nå olika målgrupper. Det finns en efterfrågan om att kunna ha fler anställda som jobbar med kommunikation. Det skulle ge möjligheten för kommunikatörerna att kunna fokusera på färre medier samtidigt vilket skulle resultera i bättre kommunikation och högre kvalitet på materialet som produceras.

Abstract [en]

This study examines how communication officers work with strategic communication within the highest tier of the Swedish ice hockey league (SHL). We look into the communicator’s role within the organization. This essay also focuses on social media and how the communicators work with the opportunities that social media brings to the clubs. The purpose of the essay is therefore to examine how the communicators work with strategic communication and to create an understanding of the communicator’s role within the organization.           To reach a result we conducted qualitative interviews with communicators who are employed by the different clubs that made up the SHL during the season 2016-2017.  All communicators who were interviewed all had in common that they were responsible for their clubs social media use.           Results show that the communicators work with social media strategically to improve their trademark. These strategies are divided between different social mediums to reach different target groups. Another finding showed that communicators expressed a desire to have more people employed working with communication. This would give the communicators the opportunity to focus on fewer mediums which would result in better communication and a higher quality of the material that is produced.

Place, publisher, year, edition, pages
2017. , 29 p.
Keyword [en]
Strategic communication, social media, communicator’s role, trademarks, targeting groups.
Keyword [sv]
Strategisk Kommunikation, sociala medier, kommunikatörens roll, varumärken, målgrupper.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hig:diva-24619OAI: oai:DiVA.org:hig-24619DiVA: diva2:1118258
External cooperation
Svenska Hockeyligan
Subject / course
Media and communication studies
Educational program
Media and communication
Supervisors
Examiners
Available from: 2017-07-20 Created: 2017-06-30 Last updated: 2017-07-20Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf