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In the intersection of journalism and strategic communication: The creation of an organisational image through news content
Stockholm University, Faculty of Social Sciences, Stockholm Centre for Organizational Research (SCORE).ORCID iD: 0000-0002-2457-6448
Södertörns högskola.
2019 (English)In: Paper presented at the panel “In the borderland of journalism and strategiccommunication”, 2019Conference paper, Published paper (Other academic)
Abstract [en]

Instead of communicating via traditional media channels, which have their own agenda and are difficult to control, public organisations are increasingly producing and spreading their own messages through their own channels. One recent phenomenon is public organisations taking on roles as news producers. In this paper, we set the focus on the content published in the intersection of journalism and strategic communication. Through a qualitative study of the content of the digital news channel VGRfokus, launched and produced by the Swedish county council Västra Götalandsregionen (VGR), we examine how an organisational image of VGRs created in and through this content. Our analysis shows that a specific organisational image is constructed through the promotion of main actors from within VGR with a preference for managers, through a numerous and explicit mentioning of VGR or any of its subunits, through a bias towards positive news, and through a frequent use of words that relate to responsibility, innovation and modernity.

Place, publisher, year, edition, pages
2019.
Keywords [en]
strategic communication, journalism, professions, identity, image, public organisation, news production
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:su:diva-172263OAI: oai:DiVA.org:su-172263DiVA, id: diva2:1345547
Conference
NordMedia 2019, Malmö, Sweden, August 21-23, 2019
Available from: 2019-08-26 Created: 2019-08-26 Last updated: 2019-08-26

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Citation style
  • apa
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf