Women are being elevated into more leadership roles in society - roles that have long been primarly held by men. Women are also rising within male-dominated professions, and recent studies indicate that more women are being placed in key management positions. In order to gain credibility in leadership, women must find a management style that exudes authority, but also corresponds with the expectations of appropriate female behavior within masculine organizational contexts. In examining women in roles that are traditionally held by men, we conducted an interview-study to investigate and analyze the communication strategies of female managers in male-dominated companies. The study included analysis of communication strategies used by women as compared to their male colleagues. We note that research in this area has previously been done, but there has been a fairly limited focus examining only female communication strategies. Our study shows that the women use a variety of communication strategies, rather than a single strategy, and the main conclusion we can draw is that the women are proficient in changing communication strategies and methods depending on their audience. The study also shows an unexpected fact that goes against the published research on female communication in typically male dominated roles: Women in male-dominated professions choose to take on the communication style of men, using straight, simple and factual communication, rather than detailed, less direct communication styles generally associated with women.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-09-08T17:43:01Z No. of bitstreams: 1 Candice da Silva Quincoses.pdf: 2844651 bytes, checksum: a2875a55b7d08a29a03b56892e1b3409 (MD5) / Made available in DSpace on 2016-09-08T17:43:01Z (GMT). No. of bitstreams: 1 Candice da Silva Quincoses.pdf: 2844651 bytes, checksum: a2875a55b7d08a29a03b56892e1b3409 (MD5) Previous issue date: 2016-04-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This work aims to assess the posture of organizations on social digital medias, considering the fact that these new virtual environments have dramatically changed the way in wich they promote the relationship with its stakeholders.The main objective of the research is to identify and understand how organizations position themselves in front of unfavorable comments in digital social media that may impacts its image and reputation, as well as showing the importance to constantly monitor the consumer and dialogue with him on the digital channels to avoid risks to the brand. The metodology used is called study of multiple cases, through which analyzed the unfavorable comments to the Brands: Vivo, Tim and Oi, on the Facebook Page during the month of september 2015. It was built a research protocol and held the monitoring of these brands analyzing them posts and unfavorable comments collected in that period. It was found, after such procedures that mobile operators often have difficulties in relationships with the public in digital social media, which puts them at risk for their image and reputation. / O trabalho tem como proposta avaliar a postura das organizações nas mídias sociais digitais, considerando o fato de que esses novos ambientes virtuais têm modificado drasticamente a maneira pela qual elas promovem o relacionamento com seus públicos estratégicos. O objetivo principal da pesquisa é identificar e compreender como as organizações se posicionam diante de comentários desfavoráveis nas mídias sociais digitais que possam impactar sua imagem e reputação, bem como mostrar a importância de monitorar constantemente o consumidor e dialogar com ele nos canais digitais para evitar riscos à marca. A metodologia aplicada denomina-se Estudo de Casos Múltiplos, por meio da qual analisaram-se os comentários desfavoráveis às marcas: Vivo, Tim e Oi, na página do Facebook, durante o mês de setembro de 2015. Construiu-se um protocolo de pesquisa, e realizou-se o acompanhamento dessas marcas analisando-lhes os posts e os comentários desfavoráveis coletados no período. Constatou-se, após tais procedimentos que as operadoras apresentam frequentemente dificuldades para se relacionar com os públicos nas mídias sociais digitais, o que as coloca em risco quanto à sua imagem e reputação.

This thesis consists of three essays in the field of information economics. The first essay studies manipulation of information by partisan media. The recent increase in partisan media has generated interest in what drives media outlets to become more partisan. I develop a model to study the role of diffusion of information by word of mouth. In the model, a media outlet designs an information policy, which specifies the level of partisan slant in the outlet’s news reports. The news spread via a communication chain in a population of agents with heterogeneous preferences. The slant has an impact on whether the agents find the news credible and on their incentives to pass the news to others. The analysis elucidates how partisanship of media can be driven by political polarisation of the public and by the tendency of people to interact with people with similar political views. The second essay, co-authored by Jakub Redlicki, investigates falsification of scientific evidence by interest groups. We analyse a game between a biased sender (an interest group) and a decision maker (a policy maker) where the former can falsify scientific evidence at a cost. The sender observes scientific evidence and knows that it will also be observed by the decision maker unless he falsifies it. If he falsifies, then there is a chance that the decision maker observes the falsified evidence rather than the true scientific evidence. First, we investigate the decision maker’s incentives to privately acquire independent evidence, which not only provides additional information to her but can also strengthen or weaken the sender’s falsification effort. Second, we analyse the decision maker’s incentives to acquire information from the sender. The third essay analyses competition between interest groups for access to a policy maker. I study a model of lobbying in which two privately-informed experts (e.g., interest groups) with opposite goals compete for the opportunity to communicate with a policy maker. The main objective is to analyse the benefits which competition for access brings to the policy maker as opposed to hiring an expert in advance. I show that competition for access is advantageous in that it provides the policy maker with some information about the expert who did not gain access and gives the experts an incentive to invest in their communication skills. On the other hand, hiring an expert in advance allows the policy maker to use a monetary reward to incentivise the expert to invest more in his communication skills.

The Swedish Armed Forces as a big public actor own different media channels and promote life as a soldier from different angles. They create marketing campaigns, which are available widely on YouTube or Facebook. The increased activity on social media platforms, especially Facebook, have created a field for research. There are multiple Facebook pages, from which one can acquire information regarding life at a given regiment. They can be divided into official and unofficial Facebook pages. The fascinating aspect of this division is how differently each of the Facebook pages approaches the audience and how differently they are shaping their strategic communication and reputation, despite owning officially issued guidelines on how the Swedish Armed Forces ought to be presented in the online world. Through multimodal analysis with a shift towards the systematic linguistic in the framework of Machin and Halliday, official Facebook page of Livgardet and unofficial Facebook page of 12:e motoriserade skyttebataljonen have been analyzed to see whether the messages that the Swedish Armed Forces are conveying are aligned. Adding netnography in the frame of Kozinets, the audience has been studied to inquire whether there is a different purpose of using the official and unofficial Facebook page.  The results of this study shows, that the unofficial Facebook page is coherent in a different way, they might not be following the strategic communication guidelines strictly, but they are coherent in their actions and posts, whereas the official Facebook page, which is strictly following the strategic communication guidelines and does not appear as coherent with their actions. At the same time, the audience is using the unofficial Facebook page reconnect with the memories they have from when they did their duty. On the other hand, the official Facebook page is used by the audience as a place to show their appreciation and pride in the Swedish Armed Forces.

nÃo hà / Em um mundo globalizado, onde as informaÃÃes fluem de maneira veloz, a comunicaÃÃo ocupa um papel fundamental em todos os tipos de organizaÃÃo, incluindo as InstituiÃÃes de Ensino Superior (IES). Contudo, para obter bons resultados, à fundamental nÃo apenas a existÃncia de um setor de comunicaÃÃo profissional, mas o envolvimento da administraÃÃo superior dessas instituiÃÃes na Ãrea. Os dirigentes devem autorizar a transformaÃÃo da comunicaÃÃo em um instrumento de qualificaÃÃo dos processos e da identidade organizacional, participando tambÃm desse processo A partir desse panorama e da constataÃÃo da pouca atenÃÃo dada ao comportamento dos gestores das IES em relaÃÃo à comunicaÃÃo na literatura acadÃmica, o objetivo deste trabalho à analisar o papel da comunicaÃÃo institucional na perspectiva dos integrantes da administraÃÃo superior da Universidade Federal do Cearà (UFC). A revisÃo teÃrica articulou conceitos relacionados à comunicaÃÃo integrada, à gestÃo da comunicaÃÃo, à comunicaÃÃo estratÃgica, entre outros. Para conseguir atingir o objetivo estabelecido, foram realizadas entrevistas semiestruturadas com integrantes da administraÃÃo superior da UFC. Utilizando uma abordagem qualitativa, os dados foram transcritos e analisados seguindo o mÃtodo de anÃlise de conteÃdo. Os resultados indicam que os gestores da UFC entrevistados reconhecem a comunicaÃÃo como algo fundamental no relacionamento com os diferentes stakeholders, com destaque especial para o pÃblico interno. Para eles, as aÃÃes de comunicaÃÃo sÃo instrumentos que auxiliam na prestaÃÃo de contas e na transparÃncia, permitindo que a sociedade saiba qual à o trabalho desenvolvido pela UFC. Mas apesar do reconhecimento da importÃncia, para a grande maioria dos gestores, a comunicaÃÃo ainda ocupa uma dimensÃo instrumental, mais relacionada ao seu papel de divulgadora das decisÃes tomadas. / In a globalized world, where information spreads fast, communication plays an important role in all kinds of organizations, including Higher Education Institutions (IES). However, in order to obtain good results, not only the existence of a professional communication sector, but also the involvement of the superior administration from these institutions with the area are fundamental. The leaders must authorize the transformation of communication into an instrument for the qualification of processes and also of organizational identity, also taking part in this process. Based on this panorama and on the observation that little attention is given to the behavior of the leaders of higher education institutions with relation to communication in the academic literature, the goal of this study is to analyze the role of institutional communication under the perspective of the senior management staff at the Federal University of Cearà (UFC). The theoretical review articulated concepts related to integrated communication, to communication management, to strategic communication, among others. In order to reach the established goal, semi-structured interviews with senior management members at UFC were accomplished. Making use of a qualitative approach, the data were transcribed and analyzed according to the method of content analysis. The results indicate that the UFC managers who were interviewed recognize communication as something fundamental in the relationship with different stakeholders, especially for the internal public. According to them, the communication actions are instruments that help in the legal reporting and in transparency, allowing society to know what the work developed by UFC is. But despite the acknowledgment of its importance, for the great majority of the leaders, communication still occupies an instrumental dimension, more related to its role of announcing the decisions made.

El proceso de formación de un gobierno –que, según algunos de los conceptos que se manejan sobre cohesión social, permitiría avanzar por la senda del progreso de la sociedad– carece de procesos articuladores que permitan su funcionamiento eficiente en la práctica. En ese sentido, se hace necesaria la creación de mecanismos que permitan el ejercicio comunicacional entre la población y sus instituciones públicas, de modo que la ejecución de proyectos se acerque al objetivo último que debería ser el bien común. Este trabajo propone un modelo que busca la efectividad comunicacional entre ciudadanía y organismos públicos, sobre la base de una conceptualización de la cohesión y articulación social desde una mirada comunicacional, considerando los aspectos, procesos y presunciones con los que actualmente actúan algunas instituciones públicas peruanas. Se plantea el concepto de desfragmentación organizacional, el cual contribuye a entender las brechas que alejan a la sociedad de la cohesión / The process of forming a government -which, according to some of the concepts that are handled on social cohesion, would advance along the path of progress of society- lacks articulators processes to function efficiently in practice. In that sense, is necessary the creation of mechanisms enabling the communication exercise between the population and public institutions, so that project implementation to the ultimate objective should be the common good approach. This paper proposes a model that seeks the communicational effectiveness between citizens and public institutions, based on a conceptualization of cohesion and social articulation from a communicational glance, considering the aspects, processes and assumptions with currently operating some Peruvian public institutions. The concept of organizational defragmentation arises, which helps to understand the gaps that keep society cohesion.

The strategic conception of the communication is an approach in constant evolution, which according to the kind of organization acquires particular aspects. This research describes the communication management of 49 local governments in the Province of Lima and Callao in Peru, analyzed from the strategic communication perspective, starting with the analysis of the documents that establish their institutional policy and the appreciations from direct sources. The context is studied taking into account that these organizations, being public institutions, are subject to specific conditions, which define the communicative dimension supported by setting goals and objectives oriented to encourage good relationships with the diverse audience and with the vision of ensuring the transparency and the access to the information by all the citizens; in this context the organizational policies and guidelines, as well as the performance and responsibilities of the persons in charge of managing the communication areas, play a fundamental role, therefore considering the communication management from strategy requires a distinguishing approach which makes sure that the process develops efficiently. This study brings conclusions that help to understand the current situation and also to recognise opportunities of improvement in this specific scenario.

Social movements focusing on environmental issues experienced a renaissance in September 2018, and concurrently the environmentally focused social movement Extinction Rebellion was founded. Previous research reveals that social media has become an important tool for social movements for both mobilising and spreading knowledge and information. Therefore, the purpose of this study was to examine Extinction Rebellion Sweden's strategic communication and work processes during the campaign Novemberupproret (The November revolt), and to identify what characterized the posts on Extinction Rebellion Sweden's Facebook during the campaign. The theoretical frameworks used in this study was Grunig's two-way symmetrical and asymmetrical communication (Falkheimer & Heide 2014), Habermas theory regarding social actions (Falkheimer & Heide 2018) and ultimately semiotics by Barthes (1977). The findings are based on interviews with two members of Extinction Rebellion Sweden, along with a qualitative content analysis and a semiotic analysis. The findings of this study reveal that Extinction Rebellion Sweden mainly focuses, both in terms of strategies and work processes, on content regarding information and knowledge sharing, rather than mobilising content. The empirical material shows that the posts with two-way asymmetrical communication have generated more interaction in terms of likes, comments and sharing on Facebook, which opposes Grunig's theory regarding two-way communication. Further, it is revealed that Extinction Rebellions Sweden's most frequently used communication strategy during Novemberupproret were consciously hidden strategic actions. Lastly the findings show that the movement´s work process during Novemberupproret was built on democratic and collective principles both between Extinction Rebellion Sweden's internal project groups and within the national media group.

År 2020 är året då Covid-19 bröt ut och företagare kom till insikt att den digitala transformeringen är viktigare än någonsin. Det har medfört att allt fler företag eftersträvar att anpassa sig efter det ”nya normala” genom att digitalisera snabbt. Företagen är därmed mycket angelägna att på ett framgångsrikt sätt genomföra affärssystemsinföranden. Den digitala transformeringens framfart och fokuseringen på att införa affärssystem har kommit att ge IT-avdelningen en central roll inom verksamheten. Detta har i sin tur bidragit till att en fungerande interaktion mellan IT-avdelningen och verksamheten är viktigare än någonsin. Det är vanligt förekommande att verksamheten inte upplever att IT-avdelningen levererar i den takt och kvalité som motsvarar förväntningarna. Detta tenderar till minskad tilltro och samarbete. Vid en dysfunktionell interaktion mellan IT-avdelningen och verksamheten är risken stor att felaktiga beslut och förfaranden blir till verklighet. Det är därför viktigt att företagen skapar goda förutsättningar för en fungerande kommunikation och undersöka vilka faktorer som kan minska de tvetydigheter som kan uppstå mellan olika parter i verksamheten.   Kandidatuppsatsens huvudsyfte är att identifiera och beskriva framgångsfaktorer för att minska tvetydigheter vid kommunikation mellan systemutvecklingsavdelning, produktägare och redovisningsekonomer under affärssystemförändringsprojekt. Baserat på huvudsyftet är bisyftet att föreslå ett förbättrat kommunikationssätt som främjar att de tre parterna kan arbeta holistiskt vid affärssystemsförändringsprojekt. Vid utförande av denna studie har en litteraturstudie genomförts, en litteraturbaserad analysmodell och fallstudiemetoden tillämpats. Dessutom har fem personliga intervjuer med medarbetare som representerar den interna triaden på fallföretaget har utförts. Uppsatsstudiens viktigaste slutsatser är; ledningens förmåga att inneha transparens vad avser viktig verksamhetsinformation, att den interna triaden innehar hög involveringsgrad under hela affärssystemsförändringsprojekten och att samtliga parter innehar helhetstänk för att säkerställa att rätt systemfunktioner införs. Dessutom är det viktigt att det finns ett enhälligt kommunikationssätt, att det tydligt framgår vilken information ett systemförändringsförslag ska innehålla och att uppföljning av affärssystemförändringsprojekten kontinuerligt sker i syfte att uppnå kunskap inför kommande projekt.

The purpose of the study is to investigate the respondents’ consumption habits, experiences and opinions linked to NA-KD’s content on Instagram, to see which of the four communication models within PR (Grunig & Hunt 1984) that are reflected in their experiences, opinions and consumption.   Method: The study is based on a quantitative web survey, which was answered by Swedish women, aged 16-35, who follows @nakdfashion on Instagram. They answered questions about their consumption of the content as well as their experiences and opinions on how NA-KD communicates with their followers.   Result / analysis: The majority of respondents are "passive" consumers in the interaction with NA-KD on Instagram. The main reasons why they consume NA-KD's content are to get offers, coupons and to get inspiration. While their experiences reflects Grunig & Hunt’s asymmetric communication model, their opinions show more of the symmetric model.   Conclusion: The respondents' experiences and opinions about how the communication takes place / should take place do not match. The result indicates an existing imbalance in power between transmitter and receiver in the communication process. In practice, the respondents do not seem to mind it as long as NA-KD meets their needs, which are mainly inspiration and offers.