Studien undersöker communityskapande verksamhet inom kreativa näringar. Genom att applicera en modell som behandlar varumärkesidentitet, the Corporate Brand Identity Matrix, på en exempelorganisation kunde dennas nyckelfunktioner för communityskapande identifieras. Modellens idéer kring identitetsskapande kunde även prövas på en organisation som verkar på ideella grunder där community och kollektivt värde står i fokus framför vinstdrivande intressen. Resultaten baseras på material insamlade från en kvalitativ fallstudie utförd på den Malmöbaserade organisationen Media Evolution, där verksamhetens uppbyggnad kring element valda från modellen stod i fokus. Organisationens arbetssätt kopplat till elementen kunderbjudande, relationer, kultur och uttryck undersöktes genom observationer och intervjuer med representanter från olika delar av communityt. Resultaten visade hur verksamheten i praktiken arbetar på ett mer organiskt sätt än vad modellens design indikerar, varpå det blir problematiskt att tydligt kategorisera Media Evolutions funktioner under CBIMs element. Media Evolutions främsta nyckelfaktorer visade sig ha stor grund i att man har översatt digitala idéer till en fysisk gestaltning kring vilket communityt byggs upp i alla led. Således kunde en utvecklad modell skapas där organisationens communityskapande verksamhet bättre kan förstås. Resultatet visade hur organisationens nyckelfaktorer är lokal anpassning för verksamheten, praktiserat tillika kommunicerat fokus på engagemang och medskapande kultur, hierarkisk utplattning samt relationsbaserade arbetssätt. / This study looks at the phenomenon of community building in creative industries. By looking at an example organization through a brand identity perspective, using elements from the Corporate Brand Identity Matrix model, key functions could be identified. The ideas borrowed from a corporate business perspective regarding identity could also be tested on a community built on non-profit interests. The results rely on data gathered from a qualitative case study of Media Evolution in Malmö. Through observations and interviews with representatives from different parts of the community, Media Evolution’s way of working regarding value, proposition, culture, expression and relationship was studied. Findings showed that a conflict appears between the CBIM and the way this kind of community is built up. Since Media Evolution’s organization is managed more organic and relationship based than the model implies, it tended to be difficult to categorize their functions under the specific elements used in the study. Therefor a new model could be designed to better explain the organizations community building. Findings also showed that Media Evolution’s key functions all are born out of digital ideas translated into physical formation. Key functions of the organization showed to be local adaption, community diversity, practical and rhetorical focus on engagement, hierarchal flattening and a relationship based approach.

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The diploma thesis desribes the situation in Czech Union of Journalists during the Prague Spring era and the normalization era. Its aim is to explain to the reader how the situation changed after the intervention of Soviet army in August 1968. Prague Spring is generally perceived as a period of regime measures release and progressive ideas establishment. On the other hand, in the era after the Occupation strated theperiod of normalization and consolidation, which brought many repressive measures to light. It all took its toll in the function of Union of Journalists and the whole media sphere. The function of the Union o journalists becomes important from the political and ideological view. Attention is on the Union's structure as well. Thesis is focused on the period of 1968 to 1972 and embraces the historical events from Prague Spring to VI. Congress of the Union, in which the allegiance to Communist Party of Czechoslovakia was pladged by the journalists. It describes how the journalists were forced to conform their pursiut to the regime. Main focus is on the way of presentation of the journalists themselves, the relations in the Union and the change of the prestige and role of the journalist in the society before and after the normalization era. All of this is historically founded, so the reader...

The diploma thesis desribes the situation in Czech Union of Journalists during the Prague Spring era and the normalization era. Its aim is to explain to the reader how the situation changed after the intervention of Soviet army in August 1968. Prague Spring is generally perceived as a period of regime measures release and progressive ideas establishment. On the other hand, in the era after the Occupation strated theperiod of normalization and consolidation, which brought many repressive measures to light. It all took its toll in the function of Union of Journalists and the whole media sphere. The function of the Union o journalists becomes important from the political and ideological view. Attention is on the Union's structure as well. Thesis is focused on the period of 1968 to 1972 and embraces the historical events from Prague Spring to VI. Congress of the Union, in which the allegiance to Communist Party of Czechoslovakia was pladged by the journalists. It describes how the journalists were forced to conform their pursiut to the regime. Main focus is on the way of presentation of the journalists themselves, the relations in the Union and the change of the prestige and role of the journalist in the society before and after the normalization era. All of this is historically founded, so the reader...