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Kultur för alla i ett medialiserat samhälle: En kvalitativ studie om hur Umeå2014 kommunicerade med invånare under kulturhuvudstadsåret
Umeå University, Faculty of Arts, Department of culture and media studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Culture for everybody in a mediatized society : A qualitative study of how Umeå 2014 did communicate with residents during the year as capital of culture (English)
Abstract [en]

The aim of this study is to investigate how Umeå2014 has worked with strategic communication in a mediatized society and examine how residents of Umeå municipality experienced their communication. In order to achieve this purpose the following theories and views have been applied: communication strategies, excellence model, media convergence and divergence.The study was conducted by two informants, and two focus group interviews. The informants interviewed were two people who are centrally located within the organization. One focus group consisted of culture interested in Umeå municipality and the second by less interested in culture in Umeå municipality. The material was collected during the period 8h to 27th February 2015. The results and analysis of the study showed that Umeå 2014 in the largest extent managed to achieve their communication goals against residents who are interested in culture and to a lesser extent those who are less interested in culture. The results also showed that people with a high cultural interest has high awareness and a positive attitude to Umeå 2014 and the capital of culture year. Residents with a lower interest in culture showed a low awareness and a more negative attitude to Umeå 2014 and the capital of culture year. Umeå 2014 has been less successful in communicating to the group of people who is less interested in culture than with the group with a higher interest in culture. This indicates weaknesses in their communication work as they are obliged to communicate with all residents in Umeå municipality.

Place, publisher, year, edition, pages
2015. , 34 p.
Keyword [en]
Public sector, public relations, social communication, communication strategy, qualitative study, Umeå 2014, Umeå municipality, capital of culture
Keyword [sv]
Offentlig sektor, public relations, samhällskommunikation, kommunikationsstrategi, kvalitativ studie, Umeå2014, kulturhuvudstadsår, Umeå kommun
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-101739OAI: diva2:801767
External cooperation
Umeå kommun
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2015-04-10 Created: 2015-04-10 Last updated: 2015-04-10Bibliographically approved

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