"Det ska kännas i hjärtat": En fallstudie om medarbetares föreställningar om Umeå universitet, den interna kommunikationen samt hur den bidrar till dessa föreställningar
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"You have to feel it in your heart" : A case study of the employees perception about Umeå university, the internal communication and how the communication contributes to this perception (English)
“You have to feel it in your heart - a case study of the employees perception about Umeå university, the internal communication and how the communication contributes to this perception”.
This study is based on that deficiency is common in internal communication in a authority that consists of several different units and different occupational levels. In an authority there is variety of units, employees with different occupational levels, a hierarchical structure and laws and regulations that must be followed. Because of these characteristics, a clear internal profile might be of extra importance. The internal profile will reflect the external perception, the authority’s image. This study examines how the internal communication of an authority like Umeå University works. The aim was to find out the employees perception of Umeå University and what their perceptions of the internal communication are. The method to examine this has mainly been based on group interviews conducted with focus groups representing different occupational levels.
In summary the interviews indicate that there is a common perception of the university's identity among the different occupational levels. For example, words like: young, wide, open and norrländskt. These words were not based on any official core values of the university but were brought up by the participants.
Umeå university have a vision which all participants had seen before and recognized, "The University of Umeå face the future with boundless knowledge". But they found it hard to grasp the vision with related goals, they felt overall and difficult to apply in their daily work. The results showed that the focus groups believe that there are many different subcultures at Umeå University. One reason for the formation of subcultures may simply be that Umeå University is an authority and there are certain factors that affect the University's properties.
Keywords: Internal communication, organizational communication, organizational identity, organizational culture, communication process, vision, subculture.
Place, publisher, year, edition, pages
2016. , 45 p.
Internal communication, organizational communication, organizational identity, organizational culture, communication process, vision, subculture
Strategisk kommunikation, intern kommunikation, organisationskommunikation, organisationsidentitet, organisationskultur, kommunikationsprocess, vision, subkultur
Social Sciences Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-118930OAI: oai:DiVA.org:umu-118930DiVA: diva2:917466
Programme in Media and Communication Studies: Strategic Communication