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The Value of Diversity: Managerial Perspectives on Cultural Diversity Polices in Swedish Public Service Broadcasting
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2010 (English)Conference paper (Refereed)
Abstract [en]

At the turn of the 21st century Sweden’s public service broadcasters, the Swedish Television (SVT) and the Swedish Radio (SR) prepared for shift from multiculturalist policies to broader cultural diversity policies, thus engaging in a wider European shift. Despite ambitiously designed diversity policies SVT and SR have not yet developed an effective means of  implementing diversity in their organizations and the goals expressed in the policies are not achieved. In the companies’ diversity plans the responsibility of implementing the policies is assigned to all managers at all levels.

Interviews with six media managers from SVT and SR are presented in this study and I analyse how they have interpreted and implemented the present policies. In addition the paper scrutinizes the companies’ cultural diversity policy documents.

The interviews with the managers reveal that there are significant differences of the viewpoints in terms of the interpretation of the policies but also policy implementation. Among the interviewees there is no general consensus on why the objectives are not achieved. The analysis suggests that threekey concerns influence the managerial strategies and attitudes regarding policies for cultural diversity: (a) democratic needs (b) business benefits and (c) pragmatic response (c.f Cottle 1998). The findings also indicate a gap between managers who are responsible for developing diversity policies and those responsible for their implementation.

Place, publisher, year, edition, pages
Keyword [en]
public service broadcasting, media policy, media diversity, cultural diversity, multiculturalism, ethnic minorities
National Category
Media and Communications
Research subject
URN: urn:nbn:se:su:diva-49507OAI: diva2:377830
ECREA's 3rd European Communication Conference,October 12 – 15, 2010 Hamburg. Section for Diaspora, Migration and the Media.
Available from: 2010-12-15 Created: 2010-12-15 Last updated: 2014-03-24Bibliographically approved

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