Härliga Härjedalen?: En studie om medborgares uppfattningar om Härjedalens kommuns arbete med kommunikation
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The role of a municipality is to make sure that their citizens are pleased and that the community is constantly evolving. The number of municipalities that are actively working with their communication is increasing as well as the municipalities acknowledging the opportunities with social media. The municipality of Härjedalen is facing different challenges while at the same time not having a presence on social media. It is, therefore, interesting to explore how the municipality work to further develop their community. The aim of this study is to highlight and problematize a group of Härjedalen’s citizens’ different views and opinions on their municipality, their work with communication and the function of the community in general. It strives to understand the citizen’s expectations on the municipality and research how big the support for the organization’s use of social media is. Four focus groups with the citizens of the municipality were held for this study and were furthermore analyzed with the help of Grunig and Hunts models on Public Relations, Habermas theory of communicative action and Sztompkas theory on trust. The study shows that the citizens in general have negative views on the municipality and their communication. They perceive it as unmodern, difficult to understand and that the municipality lack a dialogue with its citizens. Moreover, they would prefer that the municipality began to use social media as it would lead to a better communication between the two parties. The results imply that for communities to function well it is important for them to actively work with their communication. They also show how digital platforms are popular among the citizens of Härjedalen and that organization’s in the public sector should utilize them for their success.
Place, publisher, year, edition, pages
2015. , 72 p.
Strategisk kommunikation, PR, sociala medier, kommun, Härjedalen, förtroende, Habermas, Grunig
IdentifiersURN: urn:nbn:se:uu:diva-275247OAI: oai:DiVA.org:uu-275247DiVA: diva2:899481
Subject / course
Media and Communication Studies