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Skellefteå-tidningen: en tidning för alla, från alla?: En kvalitativ studie om att sända och ta emot ett budskap, som undersöker både avsändar- och mottagarperspektivet
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Skellefteå-tidningen:a paper to everyone, from everyone? : A qualitativestudy about sending and receiving a message, investigating both the sender andreceiver perspective (English)
Abstract [en]

The general purpose with this study was to investigate what happens when several different participants engage in the process of communicating a mutual message throughout a common paper. With “Skellefteå-tidningen” an official paper from the the municipality of Skellefteå, as an example, both the sender (i.e. the editorial staff) and the receiver (i.e. the reader) perspective is studied and analyzed. The result of these two perspectives are compared to see if the intended sent message is the message that the reader of the paper interpret.


The aim of this study was to investigate how the concerned parties within the municipality of Skellefteå cooperate to make a common product with a mutual message and purpose. The study also aimed to investigate how the citizens of Skellefteå, the receivers of the paper, experience the sent message. The material this study is based on was collected through qualitative interviews with the senders of the paper and focus group interviews with representatives from the receivers. In this study we have used both organizational communication theories and theories on uses and gratifications.


The result of the study indicates that concerned parties within the municipality of Skellefteå have different views on how they want to convey the general message in the paper. Some want the message to focus on Skellefteå as a place while the others want to focus on how and what the municipality of Skellefteå do as a government agency. The senders of the paper, despite their different view on how to send the message, agrees that the general message within the paper should be that Skellefteå is a great place where you can be proud to live. The results also shows that this is in fact the message that the readers interpret after reading the paper. The study show that the paper Skellefteå-tidnignen is a product that fills its purpose. It offer the reader a wide range of material to read and therefore the reader can, with the paper, fullfil many different needs. One other conclusion of this study is however that the senders have difficulties in making the citizens of Skellefteå open and read the paper.

Place, publisher, year, edition, pages
2016. , 38 p.
Keyword [en]
Organizational communication, Uses and gratifications, Qualitative interviews, Focus group interviews, Local municipality, Skellefteå-tidningen
Keyword [sv]
Organisationskommunikation, Uses and gratifications, kvalitativa intervjuer, fokusgruppintervjuer, lokal kommun, tidning
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-119206OAI: diva2:919312
External cooperation
Skellefteå Kommun
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2016-04-14 Created: 2016-04-13 Last updated: 2016-04-14Bibliographically approved

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Karlsson, SaraEklund, Sara
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