Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • 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
A gameful change: How Gamification Can Be Used as a Communication Tool in Change Management
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Nowadays organisations have to relate and adapt to a more digital reality, however, approximately 70 % of all digital transformation projects fail. Gamification is constructed by applying game elements to non-game context, in order to create motivational affordance that signals gamefulness. Game elements can be components, mechanics, dynamics and emotion, i.e., visual elements and behind the scenes rules and structures. The aim of this master’s thesis is to explore how gamification, from a strategic communication perspective, can be used within organisations to support change processes linked to digitalisation and IT-systems use. To understand how gamification can be used in a change process, change communication, sensemaking, and human psychology theories are combined in an interdisciplinary theoretical framework. To explore the research question a qualitative approach has been chosen. The empirical data has been gathered through semi structured interviews with gamification experts and representatives from two case organisations. The results show that gamification can be used as a strategic communication tool in a change process by involving the employee in an ongoing dialog based on interaction, that helps them understand, accept and contribute to the intended transformation. By having an enabling and enhancing effect, gamification makes the employee’s use of digital tools more enjoyable and stimulating, and thereby supports a sociotechnical change process. The conclusion implies that gamification can be used to engage and motivate employees in a new way, that makes their roles and responsibilities more fun and interesting. Something that is becoming increasingly important to organisations in the struggle to attract and retain young professionals. Gamification can help organisations adapt to a more digitalised way of operation that includes the employees in an ongoing interaction, adapted to their needs and drivers.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Gamification, Gameful, Gamefulness, Digital Transformation, Change Management, Communication, Sensemaking, Motivation, Engagement
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-326654OAI: oai:DiVA.org:uu-326654DiVA: diva2:1127783
Educational program
Master Programme in Management, Communication and IT
Examiners
Available from: 2017-07-31 Created: 2017-07-19 Last updated: 2017-07-31Bibliographically approved

Open Access in DiVA

fulltext(1167 kB)121 downloads
File information
File name FULLTEXT01.pdfFile size 1167 kBChecksum SHA-512
55c6deee08677e583569f0d05791eb33a0b9e5bd989b435755020e1d67120d03c25f5e5177ab7df6f836990b0f0d1b76fd958e656298e6f6f00bca0a3f977fea
Type fulltextMimetype application/pdf

By organisation
Media and Communication Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 121 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 423 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • 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