<p>Abstract</p><p>Title: Network communication for equal opportunities (Nätverkskommunikation för jämställdhet)</p><p>Number of pages: 47 (54 with enclosures)</p><p>Author: Hillevi Good</p><p>Tutor: Ylva Ekström</p><p>Course: Media and Communication Studies D</p><p>Period: Spring Semester 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Aim: The aim of this essay is to study the possibilities to bring about change by the means of communication in two networks, focusing on the implementation of the Swedish Equal Opportunities Act.</p><p>Material and method: The study draws on data collected in an electronic survey among representatives of two networks consisting of representatives from trade unions and employer’s associations. The material is analyzed using descriptive tools, cross tables and correlation matrices in which general characteristics as well as individual understandings of the network communication are presented and discussed.</p><p>Main results: The general results indicate that the network communication serves important purposes, such as providing support and motivation for the members and changing attitudes towards equal opportunities. The analysis suggests that the network members have good communicative possibilities to serve as agents of change within their organisations. Moreover, there is an observed relation between, on the one hand, organizational context and, on the other hand, the network members’ own communicational behaviour and their experienced possibility to influence their organizations.</p><p>Keywords: network communication, diffusion of innovations, behaviour change, Equal Opportunities Act</p>

Abstract Title: Network communication for equal opportunities (Nätverkskommunikation för jämställdhet) Number of pages: 47 (54 with enclosures) Author: Hillevi Good Tutor: Ylva Ekström Course: Media and Communication Studies D Period: Spring Semester 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Aim: The aim of this essay is to study the possibilities to bring about change by the means of communication in two networks, focusing on the implementation of the Swedish Equal Opportunities Act. Material and method: The study draws on data collected in an electronic survey among representatives of two networks consisting of representatives from trade unions and employer’s associations. The material is analyzed using descriptive tools, cross tables and correlation matrices in which general characteristics as well as individual understandings of the network communication are presented and discussed. Main results: The general results indicate that the network communication serves important purposes, such as providing support and motivation for the members and changing attitudes towards equal opportunities. The analysis suggests that the network members have good communicative possibilities to serve as agents of change within their organisations. Moreover, there is an observed relation between, on the one hand, organizational context and, on the other hand, the network members’ own communicational behaviour and their experienced possibility to influence their organizations. Keywords: network communication, diffusion of innovations, behaviour change, Equal Opportunities Act