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Bajen var namnet: Studien av en elitfotbollsklubbs informationsarbete
Örebro University, Department of Humanities.
Örebro University, Department of Humanities.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Örebro University

Department of Humanities

Media and Communication Studies

Bachelor Thesis, Spring 2007

Title: Bajen is the name – The study of the information business of a professional soccer club

By: Erik Johansson and Markus Welin

Supervisor: Göran Eriksson

Purpose

The purpose of this essay was to examine how a professional and multinational sport organisation works to present a positive image of it. The object of our study was Hammarby, one of the by media most intensive covered Swedish clubs. We have also investigated the relation between the sport communication strategies and the media.

Theories

We have used prior research in the areas of sport and media, Sport Management, journalism and Public Relations. We have also applied Public Relations and Marketing theories.

Method

We chose to use the methods of qualitative interviews, and participant observations. Our interview targets were Urban Rybrink, the information director of Hammarby, and Robert Laul, prominent sport journalist. On the top of that, we expanded the study with observations of two press conferences connected to Hammarby’s matches. We also gathered together two weeks of press releases from the club along with online media material about Hammarby at the websites of two of the biggest newspapers in Sweden.

Results

The communication work at Swedish soccer clubs is still under development, and Hammarby need to continue to expand it further to reach the level of business companies and government institutions. The crisis communication strategies have to become more developed. In relation to other Swedish soccer clubs, however, Hammarby is rather well developed in the communications area since they actually have hired an information director. The relation between Hammarby’s communications director and media is defined as good by both parts, even if they do not agree on everything we have examined.

Keywords

Sport, Public Relations, Sport Promotion, Media, Journalism, Qualitative interviews

Place, publisher, year, edition, pages
2007. , 74 p.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-1500ISRN: ORU-HUM/MKV-C--07/0016--SEOAI: oai:DiVA.org:oru-1500DiVA: diva2:135103
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-09-14 Created: 2007-09-14

Open Access in DiVA

fulltext(15796 kB)139 downloads
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43425f4d8551afc68fe981f44d76503ae1f72cdd9fd500f281e30daccd5473c341bd778f
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CiteExportLink to record
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Cite
Citation style
  • apa
  • 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
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  • asciidoc
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