The people of Sweden have a long history of being engaged in sport organizations. Recently though, a decline of participation in sport organizations has been detected. The Swedish society has evolved immensely lately and with it new marketing techniques, new communication tools and new values have seen the light of day. The thesis of this study is to examine how non-profit sport organizations function in the areas of organizational culture, internal communication, consumer surplus and branding. The theories have been selected to provide background knowledge in the different functioning areas of an organization and to see how they cooperate in order to make marketing efforts more effective. The primary data has been collected with the use of semi structured interviews with representatives from the participating organizations. Additional primary data has been collected in the form of observations of published digital posts from the organizations communicational channels, to complement the data received in the interviews. The result shows that the principles of non-profit sports organizations are outdated and therefore differs from the rest of the society. The prevailing culture is one whom focuses primary on performance. This is reflected in their communication where the digital communication is somewhat neglected whilst the verbal forms of communication are highly developed. The only area where the involvement of members is coherent is in the context of performance.

Järbo Garn is a wholesaler in the textile industry. The companys position on the market is under changing circumstances. Therefore Järbo Garn needs to find new ways of developing their marketing. The thesis explores ways for Järbo Garn to do this, by examining different possibilities for the company to strengthen their relationship to their customers and retailers. The thesis is based on theories from three different fields; marketing, Public Relations and organizational communication. Different models is being used to analyze the material, such as the SWOT-analysis, the model of the marketing concept and the four-step Public Relations process. The material was gathered through qualitative interviews, group surveys and web-based surveys. Those methods was based on the theories of Steinar Kvale and Jan Trost. The interviews was done with representatives from Järbo Garn and their retailers. Surveys was sent out to the companys potential customers. The result shows that Järbo Garn have a good relationship with their retailers, who in general are satisfied with Järbo Garns products and services. Though, the staff may be in need of gathering the information about the retailers needs in one place. Some recommendations are given to Järbo Garn from the retailers, where develop the website appears most frequently. The result from the interviews also shows that the company lacks extensive knowledge of their customer, since the information given is minor. Some interesting hints about the customers needs is gathered from the result of the surveys. First, we learn that the customer prefers to shop in specialized stores or online. Then, we see that the customer finds most inspiration from digital channels like forums, blogs and social media. Last, we learn that the customers value quality and that they’re not loyal to any specific brand. In the end, the discussion leads us to believe that the borders between marketing, Public Relations and organizational communication are getting more and more unclear. It finally seems like the appliance of theories from these three fields are a good way of analyzing the situation of different organizations.

Magistro darbo objektas - organizacinės komunikacijos procesas internetiniuose socialiniuose tinkluose, ryšys tarp tarptautinių nevyriausybinių organizacijų, internetinių socialinių tinklų ir jų publikų. Darbo tikslas - išanalizuoti tarptautinės komunikacijos internetiniuose socialiniuose tinkluose teorines prielaidas ir atskleisti jų galimybes aplinkosaugos nevyriausybinių organizacijų komunikacijoje. Pagrindiniai darbo uždaviniai: išskirti komunikacijos proceso internetiniuose socialiniuose tinkluose elementus, jų tarpusavio sąveiką; identifikuoti internetinių socialinių tinklų teikiamas galimybes organizacinei komunikacijai nevyriausybiniame sektoriuje vykdyti; ištirti, kaip internetiniai socialiniai tinklai praktiškai pritaikomi aplinkosaugos nevyriausybinių organizacijų veikloje; sudaryti modelį efektyviai nevyriausybinių organizacijų komunikacijai vykdyti internetiniuose socialiniuose tinkluose. Naudojantis literatūros analizės bei sintezės metodais, atlikus struktūruotą interviu su trylika tarptautinių nevyriausybinių organizacijų darbuotojais, ištyrus tarptautinių aplinkosaugos nevyriausybinių organizacijų internetinių socialinių tinklų narių įrašus kiekybinės ir kokybinės turinio analizės metodais, prieita prie išvados, kad besivystančioje tinklaveikos visuomenėje veikiant modernioms informacinėms ir komunikacinėms technologijoms individo lygmenyje vyksta masinės ir tarpasmeninės komunikacijos bruožų turintis komunikacijos procesas. Tarptautinių aplinkosaugos... [toliau žr. visą tekstą] / The object of master thesis – process of organizational communication in social networking sites, connection between international nongovernmental organizations, internet social networks and their publics. The aim of this work is to analyze theoretical background for international communication in online social networks and disclose their potential in organizational communication of international environmental NGOs. The main tasks: distinguish elements of communication‘s process in social networking sites and their reciprocity; identify the potential for organizational communication in social networking sites in nongovernmental sector; examine how NGOs use online social networks in their practice; construct a model for effective organizational communication of international NGOs in internet networking sites. In this work scientific literature analysis and synthesis, structured interview with thirteen communication specialists from international nongovernmental organizations, qualitative and quantitative content analysis of texts nongovernmental organizations’‘ profiles in social networking sites showed that in developing network society modern information and communication technologies empower new type of communication process that has both massive and interpersonal communication features. International environmental organizations’ communication in social networking sites is determined “from below” – from the supporters and fans of the organization. The profile of an... [to full text]

Globalization and technological advancements continue to challenge contemporary organizations’ aims to balance stability and change. As a response to this challenge, organizations often turn to empowerment and participatory processes. Current research emphasizes the need for enhanced communication in these processes. However, there is a lack of research studying how organizations practically enact this idea that these processes require more communication. This dissertation is aligned with the Montreal School’s CCO perspective and departs from communication theory seen as a dialogic of conversation and text, thus directing attention to coorientation and how organizational members coordinate in organizing processes. Based on this theoretical framework, the study aims to contribute to a better understanding – empirically as well as analytically – about the variety of texts that are a part of communicative initiatives aiming at enhancing communication, encouraging participation and empowerment processes. The empirical material is based on how two organizations explicitly emphasized communicative initiatives throughout each organization’s empowerment process attempts. One organization mainly used workshops to provide opportunities for communication, while the other organization incorporated an interactive video website for the same purpose. This dissertation acknowledges that managers and subordinates are not equally capable of discursively constructing the organization. However, enhanced communication through empowering processes has been shown to facilitate members’ abilities to contribute to the organizing process. Hence, the study combines two theoretical frameworks, the empowerment process model and the Montreal School’s CCO perspective, extending both and thereby accentuating the communication-power relationship. To further explore how conversations and text interact in the case organizations, the study enacts a tension-centered approach, arguing that tensions are produced, co- and reproduced and enacted through organizations’ wills to empower their members through communication. The findings indicate a recursive and reflexive relationship between the empowerment process, coorientation, tensions and participation. In practice, this means that organizational members who have the opportunity to engage in conversations about matters of concern while perceiving themselves as taking part in an empowerment process tend to more actively identify and co-produce tensions. Tensions increase participation and lead to new insights. As members realize the value of their input, this further enhances the empowerment process.

Organizational democracy has been a popular research area in recent decades but the implementation in real organizations is slow (Kokkinidis, 2012; Verdorfer, Weber, Unter Rainer & Seyr, 2013). Several researchers (Schön Jansson, 2012; Falkheimer, Heide & Johansson, 2013) argue that communication practitioners have a key role in democratic processes and that because their job role is under constant change there are only a few modern studies regarding the subject. The purpose of this study is to illustrate how communication practitioners in private and public organizations experience their role in the process of internal communication and to what extent they are aware of, and work with internal organizational democracy. The practitioners we interviewed had a strong feeling that they were a support function for the business and the organizational management. As a result of the study it is clear that communication practitioners are very loyal to their employers and to the organization they work for. They are, therefore, not neutral in their professional role and argue that their task is to represent the management's interests. All interview respondents managed to unite their loyal mission with an employee perspective in their work. We found that the communication practitioners in our study worked unconsciously for organizational democracy. We have been able to draw this conclusion from the respondents’ discussions of how they work with democratic conditions such as transparency, freedom of speech and values within the organization. However, they lack understanding of organizational democracy as a concept or process. The respondents did not feel that they were responsible for enabling democratic conditions such as participation and dialogue, but rather that they should set the tone for the organization's communication and provide guidelines for communication environment and language. The democratic conditions that the respondents were working with are cultural norms and values that they carry with them in their work. We therefore argue that the practitioners’ work is very much influenced by Sweden's democratic form of government and the society in which the organization operates. / Organisatorisk demokrati har varit ett populärt forskningsområde de senaste decennierna men implementeringen i verkliga organisationer går långsamt (Kokkinidis, 2012; Verdorfer, Weber, Unterrainer & Seyr, 2013). Flera forskare (Schön Jansson, 2012; Falkheimer, Heide & Johansson, 2013) argumenterar för att kommunikatörer har en nyckelroll i demokratiska processer och eftersom kommunikatörers uppdrag är under ständig förändring finns få moderna studier. Syftet med denna studie är att belysa hur kommunikatörer i privata respektive offentliga organisationer upplever sitt uppdrag i arbetet med internkommunikation och i vilken mån de är medvetna om samt arbetar med intern organisatorisk demokrati. Kommunikatörerna som vi intervjuat hade en stark upplevelse av att de är en stödfunktion för verksamheten och organisationsledningen. Ur studiens resultat framgår det tydligt av deras uttalanden att kommunikatörerna är mycket lojala mot sin arbetsgivare och den organisation som de arbetar för. De är därför inte neutrala i sitt yrkesuppdrag utan argumenterar för att deras uppgift är att representera ledningens intressen. Alla intervjurespondenter lyckas dock förena sitt lojala uppdrag med ett medarbetarperspektiv i sitt arbete. Vi fann att kommunikatörerna i vår studie arbetar omedvetet för en organisatorisk demokrati. Denna slutsats har vi kunnat dra då respondenterna diskuterar hur de arbetar med demokratiska förutsättningar så som transparens, yttrandefrihet och värderingar internt. De har dock bristande kunskap om organisatorisk demokrati som begrepp eller process. Respondenterna upplevde inte att de ansvarar för att möjliggöra demokratiska förutsättningar som delaktighet och dialog, men att de bör sätta ton för organisationens kommunikation och skapa riktlinjer för kommunikationsmiljö och språkbruk. De demokratiska förutsättningarna som respondenterna arbetar med är istället kulturella normer och värderingar som de bär med sig i sitt arbete. Vi argumenterar därför för att kommunikatörernas arbete i allra högsta grad påverkas av Sveriges demokratiska statsskick och det samhälle som organisationen verkar inom.

A social intranet is an information and communication channel that is relatively new. There is still a small amount of research done around social intranet and what it is, and also on what organizations and their members may benefit from using such an intranet. Therefore, this paper was written with the purpose to em-phasize the reasons, possibilities and difficulties of implementing and using a so-cial intranet. With interview as method we took part of the experiences and views on social intranet from a number of organizations that are using or is about to establish a social intranet, and also from companies who deliver the service. Through the use of previous research in organizational communication, we then analysed the responses we received from our respondents. Our results and con-clusions show that social intranet are meant to open up a two-way communication in the organization and should be seen as a work tool. Employees get a chance to contribute information and knowledge on the intranet, which creates a greater participation and solidarity in the organization. The results also showed interest-ing differences in perceptions of social intranet between suppliers and clients. The big difference here was how far the employees would be involved in the process of creating a social intranet. Suppliers pushed more on employee involvement than some of the clients did. Differences that existed in both groups were also how they termed social intranets, and how they named the various groups that can be created in the social intranets. / Sociala intranät är en informations- och kommunikationskanal som är relativt ny och det finns ännu inte så mycket forskning kring sociala intranät, vad det är för något och vad organisationer och dess medlemmar kan ha för nytta av ett sådant intranät. Därför skrevs denna uppsats med syftet att belysa just orsaker, möjlig-heter och svårigheter med att införa och använda ett socialt intranät. Med intervju som metod har vi fått ta del av erfarenheter och åsikter om sociala intranät från ett flertal organisationer som använder eller ska införa ett socialt intranät, och även från företag som levererar tjänsten. Genom att använda oss av tidigare forsk-ning inom organisationskommunikation har vi sedan analyserat de svar vi fått av våra respondenter. Resultatet och slutsatserna visar bland annat att sociala intranät ska öppna upp för en tvåvägskommunikation i organisationen och ska ses som ett arbetsverktyg. Genom att de anställda får bidra med information och kunskap på intranätet skapar det en större delaktighet och gemenskap i organisationen. Resultatet visade även intressanta skillnader i uppfattningar om socialt intranät mellan leverantörer och beställare. Den stora skillnaden här var i hur stor utsträck-ning de anställa skulle vara delaktiga i processen av att skapa ett socialt intranät. Leverantörerna tryckte mer på de anställdas inblandning än vad några av bestäl-larna gjorde. Skillnader som fanns inom de båda grupperna var även hur de be-nämnde sociala intranät samt vad de kallade de olika grupper som går att skapa i de sociala intranäten.

The purpose of this study was to expand our understanding of the utility of identification in the reduction of out-group derogation. Specifically, this research examined the extent to which individuals can be persuaded to identify with members of a perceived out-group, particularly through the use of online games. Spent is an online, point-and-click game that places users in the role of the working poor. Spent was used to test the potential of serious or prosocial games to increase players’ identification with a group of people who are often on the fringes of social acceptance. Specifically, this research (a) developed a new measurement of cause identification, the Identification with Perceived Out-Group Scale (IPOGS), (b) tested the validity and reliability of the IPOGS, and (c) examined the change in identification with America’s poor after playing the online game Spent. Following a pilot test of the Identification with Perceived Out-Group Scale, 55 young adults (ages 18-35) were recruited to participate in a quasi-experiment. Initially, participants completed the IPOGS and then played the online game Spent. Upon completion of the game, participants took the IPOGS again. Participants were also asked questions about their game play experience and basic demographic information. Results indicate that individuals who had lower levels of identification with America's poor had significantly higher levels of identification after playing the online game. The increase in identification was evidenced in a greater perception of common interests and values, greater affective attachment, and greater willingness to interact with the working poor after playing Spent. These findings suggest that nonprofit organizations may find online gaming beneficial when trying to cultivate identification with their causes, particularly among young adults.

A atividade de assessoria de imprensa (AI) consolida-se no Brasil como instância especializada de mediação entre fontes de notícias e profissionais da mídia jornalística. Nesse sentido, tende a assumir função estratégica nos processos de comunicação de organizações dos diversos campos sociais e a influenciar a produção informativa dos meios. Este estudo busca compreender as interações que se estabelecem entre fontes assessoradas, assessores de imprensa e jornalistas da mídia, a partir das imagens-conceito que esses sujeitos têm da atividade de AI como dimensão dos processos de produção jornalística e de comunicação organizacional. Sob o paradigma teórico-metodológico do interacionismo simbólico, a pesquisa de campo é realizada por meio de entrevistas em profundidade com quatro fontes, quatro assessores e quatro jornalistas do estado do Rio Grande do Sul. Através da análise de discurso dos relatos obtidos, ancorada principalmente nas teorias e conceitos do jornalismo e da comunicação organizacional, evidenciam-se as imagens-conceito da AI como: estratégia/estratégica, atividade jornalística, jornalismo terceirizado, “jornalismo chapa branca”, negócio lucrativo, atividade inconveniente e serviço dispensável. Esses conjuntos de representações permitem pensar a AI como atividade que se constitui em perspectiva dialógica entre sentidos e práticas relacionados ao campo jornalístico (sua cultura, seus valores, suas formas narrativas e modos de produção) e ao campo da comunicação no âmbito das relações organizacionais (suas estratégias de visibilidade, relacionamento e construção de imagem). Com base nas imagens-conceito evidenciadas no estudo, afirma-se que as interações entre os sujeitos implicados na atividade de AI tendem a constituir relações de poder que se atualizam sob as formas de cooperação estratégica, negociação e conflito. / The activity of press relations (PR) consolidates itself in Brazil as a specialized instance of mediation between news sources and journalistic media professionals. In this sense, it tends to take strategic role in the communication processes of organizations from several social fields and to influence the informational production of resources. This study seeks to understand the interactions that occur among advised journalistic sources, press officers and media journalists, out of images-concept that these subjects have of PR activity as dimension of journalistic production processes and organizational communication. Under the theoretical and methodological paradigm of symbolic interactionism, the field research is conducted through in-depth interviews with four sources, four press officers and four journalists from the state of Rio Grande do Sul. Through discourse analysis of the gathered reports, mainly based on theories and concepts of journalism and organizational communication, it becomes evident the images-concept of PR as: strategy/strategic, journalistic activity, outsourced journalism the so-called chapa branca journalism, profitable business, inconvenient activity and dispensable service. These sets of representations allow to think PR as an activity that constitutes itself in dialogical perspective between meanings and practices related to the journalistic field (its culture, values, narrative forms and modes of production) and the communication field within the organizational relations (their visibility strategies, relationship and image building). Based on the images-concept evidenced in the study, it is affirmed that the interactions between the subjects involved in the activity of PR tend to compose power relations that are updated under the forms of strategic cooperation, negotiation and conflict.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2018-03-22T17:29:56Z No. of bitstreams: 1 GiulianaCunha.pdf: 4640312 bytes, checksum: dc57437622de160a609239ffe026456d (MD5) / Made available in DSpace on 2018-03-22T17:29:56Z (GMT). No. of bitstreams: 1 GiulianaCunha.pdf: 4640312 bytes, checksum: dc57437622de160a609239ffe026456d (MD5) Previous issue date: 2017-10-18 / The beginning of the 21st century is marked by the propagation of actions related to the scientific dissemination. Still, the science-producing centers of Brazil do have no visibility compatible with the interest of contemporary society and only a small part of the Brazilian population has access to the science produced in the country. This study aims to evidence the importance of scientific dissemination in the organizational context for the democratization of scientific knowledge and as an important resource for legitimizing research units in relation to the lay public and the media. The investigation was developed through a bibliographical research and empirical study through a single case study of the Laboratório Nacional de Astrofísica (LNA) research unit. The data were obtained from the consultation of archives and analysis of documents, in-depth interviews conducted with managers and researchers of the LNA, questionnaires to journalists and direct and participant observation of the disclosure actions carried out by the institution. The data were analyzed in agreement with the theories about concepts and practices of scientific dissemination, identity, image and organizational reputation and communication policy that constituted the initial and final chapters of this study. It is concluded, among other aspects, that scientific dissemination is carried out in the institution studied, but that its role is not seen as a priority, since the target audience is not considered strategic. The actions of scientific dissemination carried out by the research unit are conducted without the guidance of a dissemination plan and therefore present problems that compromise the institutional visibility. / O início do século XXI é marcado pela propagação de ações ligadas à divulgação da ciência. Ainda assim, os centros produtores de ciência do Brasil não têm visibilidade compatível com o interesse da sociedade contemporânea e apenas uma pequena parcela da população brasileira tem acesso à ciência produzida no país. Este estudo tem como objetivo evidenciar a importância da divulgação científica no contexto organizacional para a democratização do conhecimento científico e como relevante recurso de legitimação das unidades de pesquisa frente ao público leigo e à mídia. A investigação foi desenvolvida por meio de pesquisa bibliográfica e estudo empírico através de um estudo de caso único da unidade de pesquisa Laboratório Nacional de Astrofísica (LNA). Os dados foram obtidos a partir da consulta de arquivos e análise de documentos, entrevistas em profundidade realizadas com gestores e pesquisadores do LNA, questionários a jornalistas e observação direta e participante das ações de divulgação realizadas pela instituição. Os dados foram analisados em consonância com as teorias sobre conceitos e práticas de divulgação científica, identidade, imagem e reputação organizacional e política de comunicação que constituíram os capítulos inicial e final deste estudo. Conclui-se, entre outros aspectos, que a divulgação científica é realizada na instituição estudada, mas que seu papel não é visto como prioritário, pois o público a quem visa alcançar não é tido como estratégico. As ações de divulgação científica realizadas pela unidade de pesquisa são desempenhadas sem a orientação de um plano de divulgação e por isso apresentam problemas que comprometem a visibilidade institucional.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-19T18:34:23Z No. of bitstreams: 1 Karla Ehrenberg.pdf: 3418021 bytes, checksum: 2a25b2ed817901eae8acfc35451b6251 (MD5) / Made available in DSpace on 2016-08-19T18:34:23Z (GMT). No. of bitstreams: 1 Karla Ehrenberg.pdf: 3418021 bytes, checksum: 2a25b2ed817901eae8acfc35451b6251 (MD5) Previous issue date: 2016-03-29 / Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPq / The use of social media as a means of promoting products, services and organizational content has grown in the last decades and has obtained especial attention in organizational communication planning and academic studies about the subject. Accordingly, the sports companies segment operates with importance, arousing interest and costumer empathy. Through bibliographic review and empirical study, this research It is intended to investigate the marketing communication actions of sports segment on the connected digital environment, through a multiple case study of Nike and Adidas companies. To collect the data, interviews were performed in depth with market professionals and applied a digital social networks research protocol on the companies studied profile. After collecting the data, these data were analyzed based on the theories studied in the initials chapters (which covered topics like organizational communication, digital communication, sport and sports communication), and it was possible to conclude, among other issues, that in the sports segment universe, the connected digital communication doesn’t prioritize the dialogue with its stakeholders, being essentially based on the unilateral spreading of content, nor exploit the potential of each available digital platforms, replicating content in different environments. Also, It was evident the use of the sports universe elements as strategic arguments of corporate communication, due to capacity to strengthen the relational ties with stakeholders through their symbolic appeals of easy social identification. / O uso das mídias sociais digitais como meio de divulgação de produtos, serviços e conteúdos organizacionais tem crescido nas últimas décadas e ganhou especial atenção nos planejamentos de comunicação organizacional e nos estudos acadêmicos sobre o tema. Nesse sentido, o segmento de empresas esportivas atua com destaque, despertando o interesse e a empatia do consumidor. Por meio de análise bibliográfica e estudo empírico, esta pesquisa teve como objetivo investigar as ações de comunicação mercadológica do segmento esportivo no ambiente digital conectado, através de um estudo de caso múltiplo das empresas Nike e Adidas. Para a obtenção dos dados, foram realizadas entrevistas em profundidade com profissionais do mercado e aplicado um protocolo de investigação de redes sociais digitais nos perfis das duas empresas. Após a coleta dos dados, estes foram analisados à luz das teorias estudadas nos capítulos iniciais (que abordaram temas como comunicação organizacional, comunicação digital, esporte e comunicação esportiva), e foi possível concluir, entre outros pontos, que, no universo do segmento esportivo, a comunicação digital conectada não prioriza o diálogo com seus públicos de interesse, sendo essencialmente baseada na divulgação unilateral de conteúdos, nem tampouco explora a potencialidade de cada uma das plataformas digitais disponíveis, replicando conteúdos em diferentes ambientes. Ficou evidente, também, o uso dos elementos constituintes do universo esportivo como argumentos estratégicos de comunicação das empresas, decorrente de sua capacidade de estreitar os laços relacionais com os públicos de interesse, por meio de seus apelos simbólicos de fácil identificação social.