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Hälsokommunikation i ett nytt medielandskap: En kvalitativ studie av Hälsa 2020 kommunikativa utmaningar i en konvergenskultur
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 thesis
Abstract [en]

The aim of this study is to investigate the communication challenges of Hälsa 2020. To achieve this purpose, the following theories have been used: media convergence, mediatization, social communication, excellence model and communication strategies. The material of this study consists of four interviews with both public health workers and communication professionals.

The results and analysis of the study showed that mediatization is influencing the communication work of Hälsa 2020 in terms of language and formats. Another thing that influenced the communication is the obligation to communicate to everybody, where communicating to vulnerable groups is seen as particularly challenging. The results of the study also showed that Hälsa 2020 is working with production of facts to frame themselves as experts. This indicates how Hälsa 2020 is navigating in a new media landscape where a consumer can be a producer and vice versa. Therefore, the previous information monopoly of medical expertise can be said to be challenged by other sources of information in this new media landscape.

Place, publisher, year, edition, pages
2015. , 28 p.
Keyword [en]
Public sector, media convergence, mediatization, social communication, qualitative study, Västerbottens läns landsting, Hälsa 2020
Keyword [sv]
Offentlig sektor, mediekonvergens, medialisering, samhällskommunikation, kvalitativ studie, Västerbottens läns landsting, Hälsa 2020
National Category
Social Sciences Media and Communications Law and Society
URN: urn:nbn:se:umu:diva-105442OAI: diva2:825496
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2015-08-04 Created: 2015-06-23 Last updated: 2015-08-04Bibliographically approved

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ReferencesLink to record
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