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Kommunikation i kulturens tjänst: En kvalitativ studie om Umeå kommuns kommunikationsarbete under kulturhuvudstadsåret 2014
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Communication through culture : A qualitative case study of communication management within the municipality of Umeå during "European Capital of Culture" in 2014. (English)
Abstract [en]

Purpose/aim: The purpose of this thesis is to examine if, and in that case how, the municipality of Umeå worked strategically with its communication during 2014 when Umeå was chosen as ”European Capital of Culture”. The research is mainly focused on the outlines of their communication plan, main goals, what  communication strategies the municipality has chosen to and their choice of media channels.

Material/method: Two methods are used for this research; qualitative interviews with four employees within the communication team during Umeå2014 and a text analysis of three formal documents which provide the framework of communication policies and media strategies during Umeå2014.

Results: The results clearly indicate a well structured, strategic planning outlined in the formal documents. The four people intreviewed all had a good knowledge of the policies and strategies in the documents, they also described their work in accordance with these.

Place, publisher, year, edition, pages
2014. , 38 p.
Keyword [en]
communication management, culture, Umeå2014, European Capital of Culture, communication strategies, strategic planning
Keyword [sv]
strategisk kommunikation, kulturhuvudstad, Umeå2014, kommunikationsplanering
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-100602OAI: diva2:792710
Educational program
Programme in Media and Communication Studies
Available from: 2015-03-11 Created: 2015-03-04 Last updated: 2015-03-11Bibliographically approved

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Vesterberg, Kristina
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Department of culture and media studies
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