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”Vilka är vi?”: Den interna kommunikationens betydelse för identitetsskapande i fotbollsorganisationer.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"Who are we?” : The internal communication importance for the identity in football clubs (English)
Abstract [en]

The goal with this study is twofold. On one hand it is an examination of strategic communication development and distribution in the Swedish elite soccer league; how the internal communication has developed and increased the organizational identity within organizations. On the other hand it is a study of professionalizing of communicators and the awareness of the impact of good communication in Swedish football clubs. This study aims to contribute to an unexplored area within Swedish football research and to investigate and analyze how football clubs conveys a desired identity, community and commitment through internal communication.


The implementation of the study has been done in two different ways. Firstly, we examined relevant research on organizational communication, strategic communication, internal communication and organizational identity. Second, we have conducted interviews with people who are familiar with the Swedish elite clubs.


After examine and analyzing what football clubs thinks about strategic communication and how they think they are working today with organizational identity, relationship management and internal communication we saw some patterns between the work they put in to it and the resources they have access to. We interviewed eight persons from the elite league Allsvenskan and clubs with different resources and number of supporters and as a result we could clearly see flaws in the work with internal communication in and organizational identity.

Place, publisher, year, edition, pages
2015. , 54 p.
Keyword [sv]
Organisationskommunikation, Strategisk kommunikation, Internkommunikation, Allsvenskan
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-45206OAI: diva2:828181
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Available from: 2015-07-21 Created: 2015-06-29 Last updated: 2015-07-21Bibliographically approved

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