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Public Relations & Digitaliseringen: En kvalitativ analys av svenska PR-aktörer
Örebro University, School of Humanities, Education and Social Sciences.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study intends to explore and give insight in how the Swedish PR-profession has evolved due to digitization, in reference to the science expectations of the professions evolvement.Through qualitative interviews, six Public Relations practitioners has supplied this study with the empirical basis which with an interpretive analysis generates a comprehensive insight into the Swedish public relations profession. This study has analyzed the PR-practitioner’s descriptions of their communicative activities through Grunig and Hunts (1984) four communicative models and with consideration to social contexts. The digitization and the emergence of social media is described by science as the beginning of a new communicative paradigm, which entails a development towards symmetrical dialogue that will generate mutual understanding between the organization and stakeholders (Grunig, 2009). This analysis shows that the Swedish public relations profession exhibit tendencies to evolve with scientific prophecy. The study also shows that the organizations still widely don’t operates with the symmetrical two-way model.

Place, publisher, year, edition, pages
2017. , 59 p.
Keyword [en]
Digitalization, Public Relations, Social media, qualitative study, Four models of communication
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-59005OAI: oai:DiVA.org:oru-59005DiVA: diva2:1128636
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2017-07-27 Created: 2017-07-27 Last updated: 2017-08-01Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf