This study explores the complexities of public sector communication in Region Stockholm, focusing on the reasons for the communicative decisions made to reach the public. Through qualitative interviews with communication professionals in the organisation, the study investigates the conditions they face, how they conceptualise their audiences (the public), and how this affects their communicative decisions, as well as what the consequences are following these communicative decisions. The study utilises a theoretical framework drawn from the concepts of the Montreal School’s perspective on the communicative constitution of organisation (CCO) and strategic communication, both through the theoretical lens of actor-network theory (ANT). Furthermore, these perspectives are combined with the concept of imagined audience.  This study identifies several conditions that influence both communication professionals’ communicative choices and their conceptualisation of the public. These include organisational structure, economic resources and digital affordances. This in turn shapes a dual perception of the public; as a homogeneous majority public conceptualised in relation to the organisation, possessing attributes such as Swedish-speaking and digital literacy, as well as diverse minority publics requiring tailored communication strategies outside ordinary day-to-day communication activities. Due to limited economic and structural resources, the organisation’s communication professionals tend to prioritise known groups (the general and homogeneous public) leading to the exclusion of the less familiar publics, which can be seen as problematic from a democratic perspective. This study contributes to the understanding of public sector communication through a novel perspective, highlighting the need to understand communication professionals’ perceptions of the public and the conditions in which they operate, with an emphasis on the democratic implications of inclusion and exclusion that follow.

In today's digital era, the way we receive, share, and interpret information has evolved dramatically due to technological advancements and shifting social dynamics. The Web 2.0 era has revolutionized communication, transforming it into an interactive exchange between content creators and audiences. This shift has empowered individuals to engage actively with information, rather than just consuming it passively. Audiences, now seen as active participants, interpret content based on their demographics and preferences, influenced by media ownership and distribution channels. Digital media platforms, particularly social media and streaming services, provide new avenues for audience engagement and participation.  Despite extensive research on digital media audiences and consumer behavior, there is a notable gap in understanding the perspectives of digital advertising professionals on their audiences. These professionals shape consumer behavior and act as intermediaries between business entities and audiences. This study examines how advertising professionals perceive their audiences through the concept of imagined audiences. By examining the formation of imagined audiences, communicators can tailor their messages to resonate with diverse audiences across various platforms. This study utilizes qualitative methods, specifically semi-structured interviews with digital advertising professionals in Indonesia, to explore their perceptions of imagined audiences. Drawing on theoretical frameworks such as Goffman's impression management, Cooley's looking-glass self, and symbolic interactionism, this research aims to provide insights into impression management practices and enhance the effectiveness of advertising efforts in the digital landscape.

Title: The (imagined) audience of cultural journalism – who’s there? This thesis examines how Swedish cultural journalists imagine their audience and the influence this has on their journalistic content. In light of a digitized media landscape, where new digital platforms have transformed media consumption patterns and increased competition, the audience plays an increasingly important role. In recent years, these developments have sparked debate within the cultural journalistic field in Sweden, regarding its implications on cultural journalism. Drawing upon the field theory of Pierre Bourdieu and commercialization, as well as the theoretical concept of imagined audiences, the study aims to identify the forces shaping the cultural journalists’ imaginaries of their audience and to what extent that influences the content being published in media. Methodologically, the research relies on semi-structured interviews with nine Swedish cultural journalists, to gain insight into how they articulate their imaginaries of their audiences. The findings of the study unveil various imaginaries within the field of cultural journalism in Sweden. While journalists envision culturally interested individuals as their primary audience, there is an aspiration to democratize culture and make their work accessible to all. Some strive for inclusivity, others emphasize the importance of maintaining cultural journalistic ideals. The results indicate that increased demands for commercialization has an impact on the imaginaries of the journalists’ and their content. Moreover, the study offers insight into some of the values, norms and ideals shaping the field of cultural journalism in Sweden.