Kommunikationsverksamhet i ett föränderligt samhälle: En studie om hur Gällivare kommun bör kommunicera med sin befolkning under samhällsomvandlingen
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Communication activities in a changing society : A study of how Gällivare municipality should communicate with their citizens during the urban transformation (Swedish)
The purpose of this study is to analyze which communication strategies andinformation- and communication channels that Gällivare municipality should useunder the urban transformation to communicate with the citizens. The studyconcentrates on the age-groups 16 – 24, 25 – 44, 45 – 64 and people that are 65 yearsand older. This selection has been made as a segmentation of the citizens and is oneof the essay questions which refers to study the channels that each age-groups prefer.The study is a quantitative one and is based on a questionnaire survey directed to thecitizens and it’s 85 people who participated. The result of the survey have beenanalyzed with theories like Grunigs two-way symmetrical model, theories forcommunication in public sector and theories for the most common media channels asface-to-face communication and internet.The analysis shows that Gällivare municipality should use a communication strategythat is intended to surprise the citizens, becase the survey showed that there’s a fairlylow commitment for questions of the urban transformation. The strategy is alsouseful when the survey showed that the citizens believe that the promises in theinformation of Gällivare municipality aren’t kept, which could have resulted that theybecame passive and now they have to wake up from that state of mind. It also showsthat the age-group 16-24 years concider internet as a channel for information andsocial media as the most popular communication channel. Rest of the age-gropusprefer printed information. But the opinion for the communication channels differsbetween the group 25 – 44 years and the two others. The first mentioned considers emailas the channel they want to communicate with the municipality unlike the agegroups45 – 64 and 65 and older that prefers face-to-face communication.
Place, publisher, year, edition, pages
2013. , 41 p.
Communication in public sector, communication channels, information channels, two-way communication, communication strategies
Kommunikation inom offentlig sektor, kommunikationskanaler, informationskanaler, tvåvägskommunikation, kommunikationsstrategier, strategisk kommunikation
Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-67934OAI: oai:DiVA.org:umu-67934DiVA: diva2:615151
Programme in Media and Communication Studies: Strategic Communication
UppsokSocial and Behavioural Science, Law
Lundgren, Lena, Doktorand
Enbom, Jesper, lektor