<p>Abstract</p><p>Title: The picture of the Swedish church - Young peoples image of the organization in comparison with the organizations profile (Bilden av Svenska kyrkan – Unga människors image av organisationen i jämförelse med organisationens profil)</p><p>Number of pages: 55 (57 including enclosures)</p><p>Author: Ebba Göranzon</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies C</p><p>Period: Fall 2006</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 external communication of the Swedish Church, and how they want young people (16-18 years old) to perceive them. Further I would like to compare that information with how young people actually perceive the Swedish church. Do the both pictures agree?</p><p>Method/Material: Together with literature studies, a qualitive method has been used and four focus group interviews with a total of 16 informants have been conducted. Two of the groups contained young people that are active within the organization and the two other groups didn’t.</p><p>Main Results: The main results from the focus group interviews showed that young peoples image of the Swedish church is complex. In general, young people, who are active within the Swedish church, have a more positive image of the organization than the others. Despite their positive image, the other groups are more negative in their judgements, which show that the Swedish church still have more to work with until the image and profile comphere with each other.</p><p>Keywords: The Swedish church, organizational identity, profile, image, young pepole</p>

Abstract Title: The picture of the Swedish church - Young peoples image of the organization in comparison with the organizations profile (Bilden av Svenska kyrkan – Unga människors image av organisationen i jämförelse med organisationens profil) Number of pages: 55 (57 including enclosures) Author: Ebba Göranzon Tutor: Göran Svensson Course: Media and Communication Studies C Period: Fall 2006 University: Division of Media and Communication, Department of Information Science, Uppsala University Aim: The aim of this essay is to study the external communication of the Swedish Church, and how they want young people (16-18 years old) to perceive them. Further I would like to compare that information with how young people actually perceive the Swedish church. Do the both pictures agree? Method/Material: Together with literature studies, a qualitive method has been used and four focus group interviews with a total of 16 informants have been conducted. Two of the groups contained young people that are active within the organization and the two other groups didn’t. Main Results: The main results from the focus group interviews showed that young peoples image of the Swedish church is complex. In general, young people, who are active within the Swedish church, have a more positive image of the organization than the others. Despite their positive image, the other groups are more negative in their judgements, which show that the Swedish church still have more to work with until the image and profile comphere with each other. Keywords: The Swedish church, organizational identity, profile, image, young pepole