Viden frem for fornemmelse: En empirisk undersøgelse af Vordingborg Kommunes medarbejderblad

Tine Madsen

Student thesis: Master thesis

Abstract

The topic of this thesis is mass communication through an internal organisational staff magazine. Based on an empirical research of the staff magazine VorNyt in Vordingborg Kommune (the municipality of Vordingborg), the purpose of this thesis is to examine how strategic corporate journalism may strengthen the internal communication. Strategic corporate journalism combines societal journalism with corporate communication and focuses on openness, accuracy and timeliness which are important due to the rapid changes in society. It also stresses that all communication should include the values of the organisation to maintain a strategic focus. In order to meet the purpose of the thesis, a thorough knowledge of VorNyt and the employees´ experience with the magazine is required. Based on this analysis, specific ways to improve the magazine and thereby to ensure an improved internal communication are suggested. Therefore, the main chapter includes a sender and receiver analysis, a content analysis and a discussion of how the values of the organisation are implemented in the magazine. Finally, a questionnaire and five qualitative interviews are used to examine the receivers´ wants and needs. These analyses show that VorNyt is a reasonable magazine, which informs its readers about classical employee topics. However, it appears to be controlled from the top and the contents seem static as the employees only contribute to some extent and as the articles are mainly dominated by the informative text function. The tendency is that the employees request indepth articles and openness as critical matters are ignored by VorNyt, which give rise to internal rumours. Based on these results and with strategic corporate journalism as a framework, I suggest three concrete changes for VorNyt, which will strengthen the internal communication of Vordingborg Kommune. Firstly, power needs to be transferred to the employees to make them share ownership of the magazine with management, and so openness and dialogue are key words. Secondly, the editorial staff should involve more employees in the form of observers to widen the contents of the magazine. Furthermore, voxpops should be implemented to ensure that the employees are heard. Thirdly, I suggest that VorNyt should include solution-oriented, critical articles as positive stories alone do not reflect the reality of the employees. This can be done by introducing themes focusing on general topics where various perspectives and constructive solutions are viewed. Thereby, the contents of the magazine will become directive, emotive as well as informative which will make VorNyt more dynamic and more in line with the receivers´ expectations. Finally, I suggest a new communicative purpose of VorNyt focusing on two-way communication between employees, management and the board of directors. One-way and top-down communication does not change views or behaviour and this is the reason why all parties should be involved in the creation of the magazine. This may create alignment and the organisational values will be reflected more clearly not only through the articles but also through the purpose and elements of VorNyt.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2009
Number of pages684