This dissertation focuses on The Danish Wind Industry Association (DWIA). During the last ten years, the organization has moved from being a simple lobby organisation to a more diverse organization with different voices and rationalities. The DWIA is not the only organization in society experiencing this development, as this is a general tendency because modern society is becoming increasingly complex, making it more difficult to share the same frame of reference. Furthermore, this tendency has affected organizational studies. Instead of asking what an organization is - the current question is; how can an organization be perceived? This dissertation examines how the DWIA can be understood, and how this understanding affects their social relations and their future space of navigation. Through an analysis, I have discussed these aspects by digging into how the DWIA has formed meaning in their system through their written communication over a ten-year period. Through my observations, it was clarified that the DWIA has constructed themselves in two ways. First, the identity of the DWIA has been build through the relationship with its members. Secondly, an identity of the DWIA has been created through the relations to other systems in DWIA’s environment. I have researched this by looking at the semantic structures in DWIA’s internal and external communication. Consequently, these different identities create special social relations between the DWIA and their internal and external differentiated systems. I perceive these relations as a means of power, a means of intimacy, a means of economics and an educational means. These relations were examined by observing how the different identities related to a differentiated functional system and their codes of communication. My analytical strategy for these observations and examinations was based on Niklas Luhmann’s social systems theory and his theory of communications. The analysis of the semantic constructions and the coded relations showed that the DWIA has moved from being a homophonic to a polyphonic organisation. Therefore, the latter part of the dissertation focused on how the DWIA, in a future perspective, can respond to the increased complexity in society and their own organization, while still maintaining their function as a lobby organization providing services for their members and affecting the political agenda.
|Educations||MSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis|
|Number of pages||100|