Purpose: The purpose of this thesis is to bring a better understanding for how employees of PR- agencies describe a meaningful relation on social media. The thesis furthermore aim to bring further understanding about how employees of PR-agencies describe their strategies for meaningful relations on their agencies’ channels on social media. Theoretical framework: The chapter includes framework of PR and Relations, relations on social media and finally strategy to target audience. Method: A qualitative research method with a semi-structured approach has been implemented. Empirical framework: The empirical material is based on five semi structured interviews with employees of PR-agencies. The respondents obtain significant expertise of the topic, that makes their answers relevant to the purpose of the study. Conclusion: Our conclusion is that agencies pick their social media channels based on user base above all. Another factor is whether their target group uses the platform or not, but since the platforms chosen by the agencies were often market leading the answer is yes. An interesting finding was that informants spoke of channel adjustment rather than audience targeting. To build a meaningful relation with the audience the social media content were often based on personal and expertise aspects. The target groups were often described based on their job role, and not other social or personal factors. The informants’ descriptions of what a meaningful relation included varied a lot. Common patterns were that it included two way communication, that both parts would get something out of it and that the followers would feel comfortable commenting and sharing posts. Last but not least there was a goal that a meaningful relation would lead to some sort of business. Social media activity could lead to business if the relation was meaningful in the long run.

In the last couple of years, the amount of commercial messages in our society has increased steadily which in turn has made us humans very critical against all kinds of advertising. Brand researcher Douglas B. Holt even claims that this directly threatens brand's trustworthiness. As a backlash and result of this situation, a couple of companies has begun to change the way they communicate to the big audience through the TV or computer screen - so-called native advertising or narrativity. A Swedish company that has been specially noticed for its commercials is Telenor with its campaign “Telenorfamiljen” where we get to follow an ordinary family through life where different kinds of technical products are used to ease life.  The purpose of this essay is to take a closer look at how Telenor strategically have chosen to build up their commercial campaign by narrative perspectives with the help of semiotic tools. The material, consisting of three chosen commercials from the campaign, was analyzed with a combined narrative and semiotic method with a primary focus on the narrative.  The result did not only show an appliance of the narrative, but also how Telenor has taken advantage of the tools that the narrative offers. This has been done to credibly give the recipients a story that they can relate to. Furthermore, the narrative elements seem to have been selected with great care since each part is individually significant and influences the story as a whole if it was being replaced. Neither Telenors logotype, products and services were given much visual attention which in turn proves how Telenor wants to be seen as a brand that focuses on the individual and its everyday life rather than its own gain.

Platsannonser är medveten kommunikation från arbetsgivare med avsikten att framförallt locka nya medarbetare, men fungerar även som marknadsföring av den rekryterande organisationen. I platsannonser är efterfrågan på personliga egenskaper hos den som ska anställas ett vanligt förekommande fenomen. Dessa egenskaper är av intresse i denna studie. ”Personliga egenskaper i platsannonser” är en kvantitativ innehållsanalysstudie av platsannonser från media och kommunikationsområdet där förekomsten av efterfrågade personliga egenskaper är vad som analyseras. Studien syftar till att belysa hur platsannonser kan ses som strategiska i sin kommunikation i form av att efterfråga personliga egenskaper. Hur denna efterfråga ser ut och om det finns någon skillnad mellan storstad och landsbygd i Sverige kommer utredas. För att ta reda på vilka personliga egenskaper som efterfrågas oftast utformades ett kodningsschema och 654 platsannonser samlades in från Arbetsförmedlingen jobbförmedlartjänst Platsbanken. De 20 mest efterfrågade egenskaperna från dessa genomgick sedan ett chi2-test för att se om det fanns någon statistisk signifikant skillnad mellan kommuner i storstad och landsbygd eftersom storlek på kommun kan ha betydelse för hur arbetet utförs. Teorierna som studien baseras på är strategisk kommunikation och femfaktorteorin eller big five teorin som den heter som den heter på engelska. Dessa teorier visar på varför en platsannons kan ses som strategisk kommunikation och hur personlighet utgör en aspekt i rekryteringsprocessen. Femfaktorteorin bygger på att människans personlighet bygger på de fem faktorerna. Dessa faktorer består av adjektiv som beskriver personlighet, såsom t.ex. ansvarsfull, nyfiken och noggrann Alla människor har mer eller mindre av dessa faktorer. Studiens resultat visar att vissa personliga egenskaper efterfrågas mer frekvent än andra och från ett femfaktorteoretiskt perspektiv är vissa av dess faktorer mer förekommande än andra. Vilket i sin tur pekar på att platsannonser är strategisk kommunikation. Det fanns skillnader mellan storstad och landsbygd i vilka egenskaper som efterfrågas men likheterna var fler än olikheterna. Den vanligaste personliga egenskapen som efterfrågades i det insamlade materialet var strukturerad. Denna egenskap tillhör personlighetsfaktorn samvetsgrannhet. Att inneha mer av faktorn samvetsgrannhet är en bra indikation på framtida yrkesmässiga lycka, nöjdhet och prestation.

This study analyses the marketing communication of Systembolaget. The material is the organization's last three tv-commercials. The aim of the study is to problematize the marketing communication of Systembolaget since it is a non-profit organization owned by the government. The organization exists to keep the alcohol consumption in control and to reduce the alcohol-related problems in society. The three latest tv-commercials of Systembolaget are analyzed through a multimodal critical discourse analysis as both theory and method. The language is critically reviewed through relevant tools. In MCDA the language includes both the expressions in writing and verbal, and also visual signs. The material is divided in three themes: alcohol as something exclusive, alcohol as something humorous and the contra wise language of Systembolaget. A study of this phenomenon helps to clarify how Systembolaget can be marketed even though the organization has no purpose to make financial profit. The study also describes how the two research fields marketing communication and strategic communication are connected. The results show how the social responsibility by the government does not show clearly at the same time as humor is used to catch the attention of the public. / I den här studien analyseras Systembolagets marknadskommunikation. Materialet är organisationens tre senaste reklamfilmer. Studien syftar till att problematisera Systembolagets marknadskommunikation då de är en icke vinstdrivande organisation och ägs av staten. Organisationen finns till för att hålla alkoholkonsumtionen under kontroll och därmed minska de alkoholrelaterade problemen i samhället. Systembolagets tre senaste reklamfilmer analyseras. Detta sker med hjälp av multimodal kritisk diskursanalys (MCDA) som både teori och metod. Språket granskas kritisk med hjälp av relevanta analysverktyg. I MCDA innefattar språk både det som uttrycks skriftligt och verbalt samt visuella tecken. Materialet delas in i tre teman: alkohol som något exklusivt, alkohol som något humoristiskt och Systembolagets tvärtomspråk. En studie av Systembolagets marknadskommunikation bringar klarhet i hur Systembolaget kan marknadsföras trots att organisationen inte har till syfte att gå med ekonomisk vinst. Vidare i studien beskrivs det hur de två forskningsfälten marknadskommunikation och strategisk kommunikation hör samman. Resultatet av studien visar hur Systembolagets samhällsansvar av staten inte framgår på ett tydligt sätt samtidigt som humor används för att fånga publikens uppmärksamhet.

Legitimacy is something all organizations aims for and much research has been done on gaining legitimacy among profit-making companies, but much less research has been done on nonprofit organizations and their legitimacy. Therefore this study will address this gap between charity organizations, which are nonprofit companies, and their legitimacy. The purpose of this study is to find the rhetorical strategies that ‘Sverige för UNHCR’ applies when communicating via Instagram to gain or maintain legitimacy. This essay's two research questions are; Firstly, what rhetorical strategies does ‘Sverige för UNHCR’ apply when communicating externally via Instagram? Secondly, what strategies for gaining and maintaining legitimacy can be found in the Instagram posts, and how are they related to the specific rhetorical strategies? In order to answer the outline research questions, qualitative methods were used. The empirical material was collected by using a rhetorical analysis of image and text published by ‘Sverige för UNHCR’ on Instagram. These qualitative methods became the base in which this essay gathers and analyses data. The theoretical framework of this study consists of classical rhetoric, visual rhetoric, legitimacy theory and legitimacy strategies. When analysing the empirical material in relation to the theories it proves how rhetoric methods shape the Instagram publications, and in turn shows how the organization works with legitimacy. This study shows that Sverige för UNHCR uses four main rhetorical strategies. It can be concluded that these rhetorical strategies helps the organization to gain and maintain pragmatic and moral legitimacy through different legitimacy strategies by Suchman (1995). / Legitimitet är något alla organisationer strävar efter och mycket forskning har gjorts på legitimitetsbyggandet hos vinstdrivande företag. Betydligt mindre forskning har gjorts på ideella organisationer och deras legitimitet. Denna uppsats förväntas studera denna forskningslucka mellan välgörenhetsorganisationer, som ingår i den ideella sektorn, och legitimitet.   Syftet med studien är att identifiera organisationen Sverige för UNHCR:s retoriska strategier på sin digitala plattform Instagram för att skapa eller upprätthålla legitimitet. Uppsatsens två frågeställningar lyder;  För det första, vilka retoriska strategier använder sig Sverige för UNHCR av sin externa kommunikation på Instagram? För det andra, vilka strategier för skapande och upprätthållande av legitimitet kan utläsas i Instagram-inläggen, och hur är de relaterade till specifika retoriska strategier? Forskningsfrågorna i studien har besvarats genom att tillämpa kvalitativa metoder. Det empiriska materialet har samlats in genom en retorisk analys av bild samt text av Instagram inlägg publicerade av Sverige för UNHCR. Dessa kvalitativa metoder blir således uppsatsens insamlings- och analysmetod. Studiens teoretiska ramverk består utav klassisk retorik, bildens retorik, legitimitetsteori samt legitimitetsstrategier. Dessa teorier sätts i relation till analysen av empirin för att förstå hur retoriken tar sin utformning i publikationerna på Instagram samt för att kunna se hur organisationen arbetar med legitimitet. Denna studie kan urskilja fyra retoriska huvudstrategier som Sverige för UNHCR använder sig av. Slutsatsen visar på att dessa retoriska strategier hjälper organisationen att skapa och upprätthålla pragmatisk samt moralisk legitimitet genom Suchmans (1995) legitimitetsstrategier.

Although the public-private partnership (PPP) concept in health and social health has been politically accepted as the best pathway to improving health outcomes in many developing nations, implementation lacks leadership synergy. Lack of awareness and engagement of community leaders about PPP interventions and their benefits affect accountability and ownership of health and social care interventions. The purpose of this study was to better understand factors that could promote partnership leadership synergy to enhance ownership and accountability for community health and social welfare initiatives in Tanzania. A qualitative empirical case study design was used; diffusion of innovation and the public-private integrated partnership module constituted the theoretical framework. A purposeful sample of 26 participants responded to in-depth, 1-on-1 interviews; they were guided with semi-structured questions; the related document was reviewed. NVivo software was used to facilitated data management and content analysis. The key findings indicated that integrated supportive supervision, teamwork, and strategic communications promote partnership leadership synergy. Also, findings show that a lack of clear roles and responsibilities, poor quality data, a lack of understanding the benefits of PPP in health at the community level hinder ownership and accountability in the implementation of PPP health interventions. The results of this study yield insight into the national PPP technical and leadership team that could support the priorities in the implementation of the partnership projects. These results may contribute to social change through an increase in awareness and understanding of PPP in health at the community level and, in turn, promote ownership and accountability.

The purpose of this study is to see how five different local radio stations, P4, within the public service organization Sveriges Radio communicate with their listeners through Facebook and how they differ from each other. We have also studied how the radio stations follow Sveriges Radios’ policies for socialmedia usage and how the communication through Facebook can benefit thetraditional radio. Our study contains a combination of quantitative content analysis with qualitative interviews. We studied the five stations’ Facebook pages from for the quantitative content analysis and interviewed those who were responsible for the social media pages, such as web editors and channel managers. Our conclusions are that the P4-stations communicate through Facebook to create a dialogue with the listeners and to reach two-way communication; the stations published mostly written updates that encouraged interactivity. The P4-stations work coherently with their Facebook pages although some differences have been detected. The stations strategies match overall the guidelines for social media usage in the handbook published by Sveriges Radio. Facebook can be used to reach new target groups for the traditionalradio channel, as well as immerse the relationship between the existing loyal listeners and the radio station.

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.