This study is about how the Swedish Armed Forces, as a government organization, can communicate constructively in relation to legitimate communication on their official website. Today's communication as an official organization is increasingly dominated by the so-called marketization. This can lead to an effect of public organizations changing their structure of communication. The research questions of the essay has been answered using qualitative methods. Where the empirical material has been collected from the Swedish Armed Forces using visual image analysis, text analysis and an interview. The text analysis is performed at the Swedish Armed Forces official website and on six selected official documents published by the government organization. A qualitative image analysis is also performed on the website, to get an overview of their communication. To complement these methods, a structured mail interview has also been conducted with the Communications Department at the Swedish Armed Forces. The study is using a new institutional perspective with Scott’s (2014) three pillars of institutions and DiMaggio and Powell’s (1983) isomorphic processes, which is used as a theoretical tool for our analysis. New institutional theory, assumes how organizations and organizational actions subconsciously and consciously relate to the expectations and demands posed by the environment. The theory is thus presented in connection with communication, identity creation, and legitimacy. The result indicates that the Swedish Armed Forces communication is facing challenges when it comes to reaching out to its stakeholders. Keywords: Governmental communication, organizational communication, legitimacy, strategic communication, digital media
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-340719 |
| Date | January 2018 |
| Creators | Björklund, Olivia, Tesanovic, Monica |
| Publisher | Uppsala universitet, Institutionen för informatik och media, Uppsala universitet, Institutionen för informatik och media |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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