Branding af sygeplejeprofessionen: En undersøgelse af sygeplejerskers italesættelse af deres fag

Charlotte Dam

Student thesis: Master thesis

Abstract

The nursing schools intake of students decreased 18% from 2007-2008 and recent statistics indicate that the current shortage of 1.500 nurses in the Danish health care service will in-crease to 7.000 in 2015. In short, young candidates do not consider the nursing profession an interesting career choice. In this master thesis I set out to research nurses’ articulation of their profession and how this consequently affects the branding of the profession. Further-more, I put forward ways in which nurses can improve the articulation of their profession seen in a branding perspective. In my research I analyze two empirical texts in order to gain knowledge on how nurses articulate their profession. One consists of nurses’ testimonials from the common home-page for the Danish nursing education and the other is a brochure from the Danish Nurses’ Organization and the Danish Student Nurses’ National Association which also contains nurses’ testimonials. Branding is my master theory and as the literature primary focuses on corporate branding, I develop a method or tool of how to research and measure the branding of a profession. This method is based on three elements: a corporate story, differentiation and interaction with the recipients. In order to analyze nurses’ articulation of their profession, I use rhetorical theories, and I combine these research results with my method of branding a profession. Consequently, this master thesis concludes that the two empirical texts brand the nursing profession very differently. The homepage for the nursing education brands the nursing profession as a traditional and old fashion profession intending to create differentiation through middle age women’s values who have a life style that distinguish considerably from the young recipients of the homepage. This indicates a lack of interaction with the recipient. I present this as self-referential communication where the branding process happens towards the nurses themselves and results in self-confirmation only. The brochure from the Danish Nurses’ Organization focuses on differentiation by presenting the nursing profession through eleven very untraditional nurses who operates in unconventional nursing areas. This focus indicates that the branding is happening in interaction with the young recipients who are looking for identity in their search for a future education. However, there is a lack of a corporate story of the profession which results in an image of a profession without core values and foundation. Further, on the basis of my two empirical texts, I conclude that in order to obtain a success-ful branding of the nursing profession it is crucial to focus on the corporate story through the rhetorical appeal logos, the context and a definition of the profession’s core values; differentiation through pathos, visual rhetoric and the nursing professions’ different specialties and interaction with the recipients through a strong ethos and proactive use of the medium and genre.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2009
Number of pages124