The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. With a rising interest in sustainable shopping, businesses need to adapt to meet the new customer demands. A sub-genre within the apparel industry that differ from the grand average regarding their sustainability communication is the outdoor brands, where environmental awareness plays a significant role in the brand identity. The outdoor brands clear evidence of sustainable communication and their dependance on consumption creates an interesting paradox that this essay intends to investigate further. This essay intends to investigate how a Swedish outdoor brand with a strong sustainable identity, Klättermusen, exercises sustainable communication through Instagram. The purpose of this essay is more specifically to explore how Klättermusen uses Instagram to create and maintain a sustainable brand identity. To help us do so, we present the following research questions: - How does the brand Klättermusen create a sustainable identity on Instagram?- What discourses can be discerned in Klättermusens marketing via Instagram and how has sustainable communication taken shape within these over time? The theoretical framework for our essay consists out of four theories, including Bauman’s theory about the consumer society, Ulrich Beck’s theory about risk society and reflexive modernity, strategic communications theory and greenwashing. These theories enable an analysis of how and why sustainable communication is conducted in a specific way and what consequences that follow. The essay is carried out methodically through a multimodal critical discourse analysis, that enables both a deep and more comprehensive analysis of the linguistic and semiotic resources used in Klättermusens marketing through Instagram.The result of our analysis presents how Klättermusen with linguistic and semiotic resources creates the eco-friendly identity that they are known for. Through both word choices and visual framing that connotes sustainability Klättermusen places themselves in a green context that goes well along with their core values. The material contains both examples of clear and indistinct sustainable communication, along with occasional elements of strong commercial character that make it possible to question the authenticity of Klättermusen’s true devotion to sustainability. The conclusion of our analysis is that the brand Klättermusen by small semiotic and linguistic measures successfully put themselves in a green context and create a sense of corporate social responsibility with the consumer. We do not believe that Klättermusen need to take drastic measures to maintain their sustainable image in reference to their other well-known environmental efforts. The conclusion further argues that the mix of strong sales marketing and a clear sustainable communication sheds light on the difficulties combining a consumption dependent business with an advocation for minimal environmental impact. Regardless of the challenges a sustainable identity comes with, we want to establish that Klättermusens way of maintaining a sustainable image is a response to a growing interest for environmental issues that also reproduces a general perception of how a brand should communicate to gain the consumers trust and how to be perceived as a brand that values social responsibility.

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Idag finns det begränsade teorier som behandlar det postmoderna konsumtionssamhället utifrån ett medie- och kommunikationsvetenskaligt perspektiv. Syftet med examensarbetet är att undersöka spänningsfältet mellan ICA och högskolestudenter i ett konsumtionssamhälle genom att granska varumärkeskommunikationens betydelse på digitala plattformar. Materialinsamlingen är genomförd i form av kvalitativa intervjuer, med medarbetare på ICA, samt fokusgrupper med studenter. Med studien vill vi ge en inblick i hur kommunikationsprocesser strategiskt utformas för att nå rätt målgrupp, hur relationer vårdas och vad en god dialog innebär och har för framtida betydelser. Studien har analyserat det spänningsfält som ligger i grund till valet av konsumtion gällande matvaruhandel som högskolestudent. Studiens slutsatser visar på att det är en rad olika faktorer som är bidragande till att bygga upp en stark relation med ett företag. / Today there is limited theories considering reasearch on the postmodern consumtion society from a media and communication perspective. The purpose with this thesis is to investigate the tension between ICA and Univeristy students in a consumption society through analysis brandbuilding communications meaning on digital platforms. The material to the thesis is collected by qualitative interviews, both with employees at ICA and focus groups with university students. With this thesis we want to give an insight of how communication processes strategically is designed to reach their target group, how relationships are nurtured and what a good dialogue means for future brand building. The study has analyzed the tension of what includes the choice of consumption when it comes to retail business from university students perspective. The conclusions indicate how there are a number of factors that are contributing to build a strong relationship with an organization.

The constitution of the Republic of South Africa has mandated government to keep in touch with the citizens, by regularly updating them on the services available for the improvement of their lives, and further to constantly report back on progress made in implementing government policies. In recent years, the country has been experiencing sporadic service delivery protests especially at the local sphere of government (municipal level). The aim of the study was therefore to examine the success of the communication and information system of the South African government in disseminating information to citizens. The area of the study was the Province of Mpumalanga which is one (1) of the nine (9) provinces constituting the Republic of South Africa. For the study, quantitative research method in the form of a survey was adopted, the hypothesis tested and the findings generalised. In creating a sample frame for the study, both probability and non-probability sampling techniques were adopted. The type of data collection instrument adopted was a structured questionnaire. Single-stage cluster sampling was adopted for heads of government communication whereas judgemental or purposive sampling technique was adopted for citizens. Data was analysed utilising data tabulation, descriptives, and data disaggregation quantitative data analysis procedures. The key findings of the study, amongst others, are: (a) That the current communication and information system being utilised by the South African government has an impact (it has improved communication with citizens); (b) That the citizens prefer government to communicate with them in their own indigenous languages (communicating in all eleven (11) official languages); (c) That the citizens prefer face-to-face communication; (d) That citizens would like to receive government messages via social media (given its immediacy and interactivity); and (e) That the low status of the communication function at the local government level denies communicators access to information to be communicated. Amongst others, the study recommends that (1) communication should be recognised as a strategic management function in all spheres of government; (2) the use of radio as the primary channel of information should be strengthened; (3) face-to-face communication with citizens should be strengthened; (4) information dissemination should be done in all eleven (11) official languages, including in Braille and sign-language; (5) social media and SMS notification should be included in the government communication policy as one of its official information dissemination channels. / Communication Science / M.A. (Communication)

The constitution of the Republic of South Africa has mandated government to keep in touch with the citizens, by regularly updating them on the services available for the improvement of their lives, and further to constantly report back on progress made in implementing government policies. In recent years, the country has been experiencing sporadic service delivery protests especially at the local sphere of government (municipal level). The aim of the study was therefore to examine the success of the communication and information system of the South African government in disseminating information to citizens. The area of the study was the Province of Mpumalanga which is one (1) of the nine (9) provinces constituting the Republic of South Africa. For the study, quantitative research method in the form of a survey was adopted, the hypothesis tested and the findings generalised. In creating a sample frame for the study, both probability and non-probability sampling techniques were adopted. The type of data collection instrument adopted was a structured questionnaire. Single-stage cluster sampling was adopted for heads of government communication whereas judgemental or purposive sampling technique was adopted for citizens. Data was analysed utilising data tabulation, descriptives, and data disaggregation quantitative data analysis procedures. The key findings of the study, amongst others, are: (a) That the current communication and information system being utilised by the South African government has an impact (it has improved communication with citizens); (b) That the citizens prefer government to communicate with them in their own indigenous languages (communicating in all eleven (11) official languages); (c) That the citizens prefer face-to-face communication; (d) That citizens would like to receive government messages via social media (given its immediacy and interactivity); and (e) That the low status of the communication function at the local government level denies communicators access to information to be communicated. Amongst others, the study recommends that (1) communication should be recognised as a strategic management function in all spheres of government; (2) the use of radio as the primary channel of information should be strengthened; (3) face-to-face communication with citizens should be strengthened; (4) information dissemination should be done in all eleven (11) official languages, including in Braille and sign-language; (5) social media and SMS notification should be included in the government communication policy as one of its official information dissemination channels. / Communication Science / M. A. (Communication)

After facing the economic recession, the South–African and global business sectors started revaluating their human capital and the positions they represent within an organisation. Each individual now had to prove that they contributed towards the organisation’s bottom line, as each and every cent had to be counted and accounted for. Some functions within organisations could easily prove their contribution towards the bottom line by providing production or sales outputs. The public relations practitioners and the corporate communication efforts they offered, however, faced a bleak future, as their contribution towards the tangible assets was very rarely recognised (Kim, 2000:276). The financial services sector however, in which an advisor’s contribution towards the organisational bottom line is easily quantified, started to acknowledge the need for this sector to improve upon its ‘softer’ intangible assets such as client communication and client relationships. The sector believes that communication establishes relationships, and sound client relationships is the only way to sell financial products and services, as people seldom entrust their life earnings or financial dreams to strangers (Christiansen & DeVaney, 1998:7). Public relations practitioners know how to use communication optimally in the quest for building client relationships, and financial services need those skills in order to sell their products and contribute towards the bottom line. These two functions could thus work together towards the achievement of their goals - public relations to prove their bottom line contribution, and the financial services sector towards improving client relationships. These statements led to the general Research Question of this study: “What is the nature of the relationship between (i) corporate communication efforts, (ii) client communication satisfaction and (iii) client relationship satisfaction, and these concepts’ relationship to (iv) client economic contribution, within a financial services organisation?” This Research Question is answered from the systems theory as meta–theory with the support of the strategic communication, excellence and relationship management theories, and Futurum Financial Group (FFG) services as the financial services organisation for this study. A qualitative and quantitative research approach was followed to establish the constructs, and the relationships between the constructs. The Financial Advisors and public relations practitioner in FFG have a good understanding of the need for strategic communication efforts, and a relationship between their efforts and the client communication satisfaction and client relationship satisfaction could therefore be indicated. A further relationship between the client communication satisfaction and client relationship satisfaction and the client economic contribution was also established. Recommendations to improve the situation within FFG included a better focus on database administration, corporate communication consistency, Financial Advisor diligence, and providing clients with more frequent updates regarding their financial situation. The greatest strengths were client–advisor trust and corporate communication professionalism. This study thus contributes to the argument that communication efforts add tangibly, by means of client economic contribution, to the organisation’s bottom line, within the financial services industry. The study furthermore provides some recommendations for the financial services industry to improve their communication skills in order to build client relationships. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2011.

After facing the economic recession, the South–African and global business sectors started revaluating their human capital and the positions they represent within an organisation. Each individual now had to prove that they contributed towards the organisation’s bottom line, as each and every cent had to be counted and accounted for. Some functions within organisations could easily prove their contribution towards the bottom line by providing production or sales outputs. The public relations practitioners and the corporate communication efforts they offered, however, faced a bleak future, as their contribution towards the tangible assets was very rarely recognised (Kim, 2000:276). The financial services sector however, in which an advisor’s contribution towards the organisational bottom line is easily quantified, started to acknowledge the need for this sector to improve upon its ‘softer’ intangible assets such as client communication and client relationships. The sector believes that communication establishes relationships, and sound client relationships is the only way to sell financial products and services, as people seldom entrust their life earnings or financial dreams to strangers (Christiansen & DeVaney, 1998:7). Public relations practitioners know how to use communication optimally in the quest for building client relationships, and financial services need those skills in order to sell their products and contribute towards the bottom line. These two functions could thus work together towards the achievement of their goals - public relations to prove their bottom line contribution, and the financial services sector towards improving client relationships. These statements led to the general Research Question of this study: “What is the nature of the relationship between (i) corporate communication efforts, (ii) client communication satisfaction and (iii) client relationship satisfaction, and these concepts’ relationship to (iv) client economic contribution, within a financial services organisation?” This Research Question is answered from the systems theory as meta–theory with the support of the strategic communication, excellence and relationship management theories, and Futurum Financial Group (FFG) services as the financial services organisation for this study. A qualitative and quantitative research approach was followed to establish the constructs, and the relationships between the constructs. The Financial Advisors and public relations practitioner in FFG have a good understanding of the need for strategic communication efforts, and a relationship between their efforts and the client communication satisfaction and client relationship satisfaction could therefore be indicated. A further relationship between the client communication satisfaction and client relationship satisfaction and the client economic contribution was also established. Recommendations to improve the situation within FFG included a better focus on database administration, corporate communication consistency, Financial Advisor diligence, and providing clients with more frequent updates regarding their financial situation. The greatest strengths were client–advisor trust and corporate communication professionalism. This study thus contributes to the argument that communication efforts add tangibly, by means of client economic contribution, to the organisation’s bottom line, within the financial services industry. The study furthermore provides some recommendations for the financial services industry to improve their communication skills in order to build client relationships. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2011.

Abstract in English with Afrikaans and SeSotho translations / Employee engagement is a phenomenon that has gained increasingly more attention in organisational communication studies and also in the postmodern organisational context. In the postmodern organisational environment, employee engagement focuses more on building relationships with employees than on individual performance. However, the value of internal communication practices to enhance employee engagement within a postmodern organisation has still not fully been explored. The study thus investigated, in accordance with what the literature suggests, a single case to test which internal communication practices are perceived as strengthening employee engagement within a postmodern organisation. Consequently, the study adopted a mixed method research approach utilising three research methods, namely a survey, a focus group and semi-structured interviews, to establish which internal communication practices the management of the organisation must adopt to strengthen employee engagement. The worldview adopted for this study was both the positivist and interpretivist research paradigms. Findings indicate that because the organisation’s employees’ views are heard, responded to and even form part of the solution, employees become more engaged. In addition, having too many internal communication tools and implementing them without a strategy in place can lead to employees becoming less engaged. Overall, the findings indicate that having a supportive management style, meeting employees’ needs and providing enough opportunities for employees to participate in problem-solving are deemed important for employee engagement. Interestingly, the findings show no correlation between the importance of establishing a good organisational culture and enhancing employee engagement in the organisation. Although the findings cannot be generalised to the larger population, the insight gained could serve as a heuristic for similar organisations to strengthen their employee engagement. / Werknemerbetrokkenheid is ’n verskynsel wat al hoe meer aandag kry in organisatoriese kommunikasiestudies en ook in die postmoderne organisatoriese konteks. In laasgenoemde konteks word daar meer met werknemerbetrokkenheid gefokus op die bou van verhoudings met werknemers as op individuele prestasie. Die waarde van interne kommunikasiepraktyke om werknemerbetrokkenheid binne ’n postmoderne organisasie te bevorder, is nog steeds nie ten volle ondersoek nie. Daar is dus in die studie, in ooreenstemming met wat die literatuur suggereer, ’n enkele gevallestudie ondersoek om te bepaal watter interne kommunikasiepraktyke beskou word as praktyke wat werknemerbetrokkenheid binne ’n postmoderne organisasie bevorder. Gevolglik is daar in die studie ’n gemengdemetode-navorsingsbenadering aangeneem wat drie navorsingsmetodes insluit, naamlik ’n opname, fokusgroep en semi-gestruktureerde onderhoude, met die doel om vas te stel watter interne kommunikasiepraktyke die bestuur van die organisasie moet aanneem om werknemerbetrokkenheid te bevorder. Die wêreldbeskouing wat vir hierdie studie aangeneem is, is sowel die positivistiese as vertolkende navorsingsparadigmas. Bevindinge dui daarop dat omrede die werknemers van die organisasie se sienings aangehoor word, daarop gereageer word en dit selfs deel van die oplossing uitmaak, werknemers meer betrokke raak. Daarbenewens kan te veel interne kommunikasie-middels en die implementering daarvan sonder ’n strategie daartoe lei dat werknemers minder betrokke raak. Oor die algemeen dui die bevindinge daarop dat ’n ondersteunende bestuurstyl, voldoening aan werknemers se behoeftes en die verskaffing van genoegsame geleenthede vir werknemers om aan probleemoplossing deel te neem, as belangrik geag word vir werknemerbetrokkenheid. Interessant genoeg wys die bevindinge geen korrelasie tussen die belangrikheid daarvan om ’n goeie organisatoriese kultuur te vestig en om werknemerbetrokkenheid in die organisasie te bevorder nie. Hoewel die bevindinge nie veralgemeen kan word om die groter bevolking in te sluit nie, kan die insig wat verkry word as ’n leerproses gebruik word vir soorgelyke organisasies om hulle werknemerbetrokkenheid te bevorder. / Bonkakarolo ba basebetsi ke ntho e hapileng tlhokomelo e eketsehileng dithutong tsa puisano tsa mekgatlo hape le maemong a morao-rao a mekgatlo. Tikolohong ya morao-rao ya mekgatlo, onkakarolo ba basebetsi bo shebana haholo le ho haha dikamano le basebetsi ho fapana le tshebetso ya motho ka mong. Leha ho le jwalo, boleng ba ditlwaelo tsa puisano tsa kahare ba ho ntlafatsa bonkakarolo ba basebetsi kahara mekgatlo ya morao-rao ha bo so ka bo hlahlojwa ka botlalo. Kahoo, phuputso e fupuditse ho latela seo dingodilweng di se supang, tlhahlobisiso e le nngwe ya ho lekola hore na ke mekgwa efe ya puisano ya kahare e nkuwang e matlafatsa bonkakarolo ba asebetsi kahara mokgatlo wa kamora nako ya morao-rao. Ka lebaka leo, phuputso e ile ya sebedisa mokgwa o tswakilweng wa dipatlisiso o sebedisang mekgwa e meraro ya dipatlisiso, e leng phuputso, sehlopha seo ho shebanweng le sona le dipuisano tse batlang di hlophisitswe hantle, ho sheba hore na ke mekgwa efe ya puisano ya kahare eo tsamaiso e lokelang ho e amohela ho matlafatsa bonkakarolo ba asebetsi. Maikutlo a lefatshe a amohetsweng phuputsong ena e ne e le a dipatlisiso a bontshang hore tlhokomelo le lebaka ke mekgwa ya kutlwisiso ya boitshwaro ba batho le a dipatlisiso tsa botoloki. Diphumano di bontsha hore hobane maikutlo a basebetsi ba mokgatlo a utluwa, a arabelwa ebile a etsa karolo ya tharollo, basebetsi ba kakgela ka setotswana le hofeta. Ntle le moo, ho ba le disebediswa tse ngata haholo tsa puisano tsa kahare le ho di kenya tshebetsong ntle le leano ho ka etsa hore basebetsi ba se ke ba sebetsa hantle. Ka kakaretso, diphumano di bontsha hore ho ba le mokgwa wa botsamaisi o tshehetsang, ho fihlela ditlhoko tsa basebetsi le ho fana ka menyetla e lekaneng ho basebetsi ya ho nka karolo tharollong ya mathata ho nkuwa ho le bohlokwa bakeng sa ho nka karolo ha basebetsi. Ho kgahlisang ke hore diphumano ha di bontshe kamano dipakeng tsa bohlokwa ba ho theha setso se hantle sa mokgatlo le ho matlafatsa bonkakarolo ba basebetsi mokgatlong. Leha diphumano e ke ke ya ba tse akaretsang ho batho ba bangata, temohisiso e fumanweng e ka sebetsa e le leano la mekgatlo e tshwanang ho matlafatsa bonkakarolo ba basebetsi ba yona. Mantswe a sehlooho: bonkakarolo ba basebetsi, puisano ya kahare, mekgwa ya puisano ya kahare, puisano ya mokgatlo, tshebediso e nang le sepheo ya puisano / Communication Science / M.A. (Communication Science)

Strategizing är vad människor i en organisation gör när de planerar och medverkar i aktiviteter som ska bidra till företagets riktning. Forskning inom strategizing har tidigare fokuserat på organisationens ledning, men även medarbetarperspektivet kan bidra till en bredare uppfattning, då medarbetarna ofta uppfattar strategisk kommunikation på ett annat sätt. Mellancheferna är väsentliga medlare i genomförandet av strategiska förändringar och deras roll är att förmedla samt anpassa strategisk information till sina medarbetare. Syftet med studien är att vidga förståelsen kring strategizing genom att undersöka hur företagens strategiska information kommuniceras genom mellancheferna på operativ nivå inom dagligvaruhandeln. Den empiriska datan är baserad på två företag inom dagligvaruhandeln, Willys och City Gross. Datan har samlats in genom kvalitativ metod med hjälp av en kombination av intervjuer, observationer och dokumentanalys, bestående av externa och interna dokument. Studiens resultat lyfter teamets arbete och menar att trivsel skapar effektivitet och måluppfyllnad. En varierad arbetssituation lägger grunden för förändringar i personalbehovet. Mellancheferna bör fortsätta använda sig av dialoger för att säkerställa anpassningen och översättningen av informationen. De behöver bli bättre på att använda mötesstrukturen och tekniska hjälpmedel. / Strategizing is what people within the organization do when they plan and take part in activities that should contribute to the direction of the company. Research in strategizing has previously focused on top management but the perspective of the employees can contribute to a wider perception as well, because of the employees’ conception of strategic communication. The middle managers are crucial intermediators in the implementation of strategic development and their position is to communicate and adjust the strategic information to their employees. The purpose of this study is to expand the understanding about strategizing by investegate how the companies’ strategic information communicates through the middle managers on the operational level within the retail sector.  The empirical data is based on two companies within the retail sector, Willys and City Gross. The data has been gathered through a qualitative method using a combination of interviews, observations and content analysis, containing external and internal documents. The result of the study highlights teamwork and that well-being creates efficiency and goal fulfillment. A work situation with variation establishes a foundation for changes in staff requirements. The middle managers should keep using dialogues to ensure the adjustment and translation of the information. They need to improve their use of meeting structure and technical tools.

For organisations to survive in an ever-changing milieu, as evident from the current business environment, sufficient crisis communication and management practices need to be in place to ensure organisational survival. Despite the latter, organisational crises are often inefficiently managed which could be ascribed to the lack of managing crises strategically (Kash & Darling 1998:180). This study explores the lack of strategic crisis communication processes within the financial industry specifically, to ensure effective crisis communication with the media as stakeholder group, through the proposition of an integrated crisis communication framework, which focuses on: · Combining integrated communication (IC) literature with Grunig’s theory of communication excellence to build sustainable media relationships through two-way communication; and · Implementing a crisis communication process that has proactive, reactive and post-evaluative crisis communication stages, thereby moving away from crisis communication as a predominant reactive function. / Communication Sciences / M.A. (Communication)