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"Vad är vi om vi inte är Staden i glasriket?": En studie kring internkommunikation och identitetsskapande inom kommunala verksamheter
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
”What are we if we're not The Town in Glasriket?” : A study of internal communication and identity creation within municipal operations (English)
Abstract [en]

The thesis of this study was to evaluate and identify what obstacles that are preventing the Municipality of Nybro from a functional internal communication. A part of the thesis was also, after the evaluation, to define what communicative actions that has to be taken in the Municipality of Nybro to create a unified communication platform. Using a qualitative approach and interviews, the question asked was: “What is stopping the Municipality of Nybro from having the organizational control over the internal communicative condicions?”

 

The theoretical framework can mostly be found in internal communication and strategic communication but also in place marketing and public relations from an internal perspective. After a comparison between strategic documents from the Municipality of Nybro, interviews with the municipal and the theoretical approach, the results show that the municipality lacks a solid message platform, a working internal communication and an established identity. The communicative actions that the Municipality of Nybro needs to take are that they have to see themselves as a brand and find the qualities that describe the municipality in a positive way. They also need to work on internal communication and create a common identity and a common message platform to succeed in taking control over the internal communicative conditions.

Place, publisher, year, edition, pages
2012.
Keyword [en]
internal communication, identification, strategic communication, place marketing, message platform, Nybro kommun
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-20602OAI: oai:DiVA.org:lnu-20602DiVA: diva2:538500
Subject / course
Media and Communications Science
Educational program
International Communication Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-04 Created: 2012-06-29 Last updated: 2012-07-04Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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