The Communicative Power Relations Between the Danish Editorial Media, Media Users and Companies

Abstract

In this thesis, we examine the communicative power relations between the Danish editorial media, media users and companies. The purpose of this thesis is to understand how the com- municative power dynamics between the Danish editorial media, media users and companies are characterised, and why this has an impact on the management of the investigated compa- nies’ reputation. Throughout the thesis, parallels are drawn to Herlufsholm Skole og Gods and Spies Rejser, for which these are used as exemplifying case companies. The case compa- nies have both been affected by a media storm during 2022, with lots of media attention and public criticism, which is why the two cases will be used in a comparative analysis. In addi- tion, it is interesting to compare the two case companies, as they are respectively character- ised as being a traditional, private company with Spies and a hybrid company with Her- lufsholm.

In regard to our scientific theoretical stand this thesis is based on social constructivism which impacts the empirical data and how the empirical data is collected. The scientific theoretical position is relevant in answering our research question because we examine the social con- struction that takes place in the interaction and dynamics between the Danish editorial media, media consumers and companies. In doing so, we analyse how the three actors contribute to form discourses, institutions, and social trends. In addition, we have incorporated Michel Foucault’s view on power relations as the meta-theoretical foundation because power is the recurring theme throughout the thesis. Furthermore, according to Foucault, communication is a communicative event that constitutes a form of power and is therefore relevant as a meta- theoretical basis in our analysis of the power of the editorial media in Denmark. In addition, Foucault is compatible with our scientific theoretical position, social constructivism, as power is constructed through discourses which is constituted by reproduction. Discourses are socially constructed therefore Foucault is connected to social constructivism. In regard to our empirical data, we have constructed and collected a survey and conducted ten interviews with the purpose of understanding the media users’ life-worlds in relation to the use and impact of the Danish editorial media. Furthermore, we have made a code analysis which is used to per- form a discourse analysis of the Danish editorial media’s portrayal of the two case compa- nies. This sheds a light on the existing discourses in society as well as the communicative event’s impact on the company's strategic management of their reputation.

The main points are that the Danish editorial media have the power to influence companies through media users. Thus, the Danish editorial media possess the role as the watchtower in a panopticon construction which has a disciplining effect on companies, and it can be con- cluded that the medialization of society has intensified its power in the communicative power dynamics with the emergence of network media. In addition, it can be deduced that the Dan- ish editorial media with its agenda-setting and editing power, can influence the companies’ reputation management with their ability to produce discourses and influence the isomorphic tendencies, institutional structures, and legitimacy of companies. When answering the re- search question, we have also tested the application and limits of institutional theory and me- dialisation, where it is concluded that the theories with modification are applicable on a hy- brid company. These modifications involve Suchman's concept of legitimacy, 'maintenance of legitimacy', and that the relevance of the company perspective is included in the medialisa- tion theory as well as in future investigations regarding the power of the Danish editorial me- dia.

For further research, the three communicative arenas, the organisational arena, the market arena and the societal arena, are proposed in order to demonstrate the nuances of how the Danish editorial media's power on companies' reputations can have consequences for the companies' market and organisation.