Please use this identifier to cite or link to this item:
|Title: ||Styrelsernes kommunikation - En institutionel analyse|
|Authors: ||Thunø, René|
|Examination Date: ||24-Feb-2010|
|Issue Date: ||2-Mar-2010|
|Abstract: ||The communication of public agencies
Public agencies find themselves in a position between two major concerns. They have to carry out the tasks given to them by political institutions, which provide them with legitimacy, while obliging to the demands of the public of which it serves. This can lead to a difficult dilemma because the tasks and the demands may not coincide.
This dilemma is especially noticeable in the communications departements of the public agencies. Their most important task is to nurse relations between the organization and the public. Meanwhile they are exposed to the influences of the rest of the organization and that of the political level.
This thesis examines the communication of three public agencies: Statistics Denmark, The Danish Veterinary and Food Administration and The Danish National Board of Health. The report investigates how the institutionel structures influence the communication practice in the three organizations. This from a presumption that some influences limit the possibility to practice an effective communication. However the report investigates not only how the institutionel structures limit the communication practice, but also how the institutionel structures can embrace it.
The method to investigate the influence of the institutionel structures is first to uncover the practices of the three communication departements. This primarily through the works of American public relations-scientist James E. Grunig and with focus on communication channels, research and one-way/two-way communication.
The next step is to shine a light on the institutional structures to which the American sociologist W. Richard Scott provide the understanding with his conception of institutions as structured primarily by three pillars, the regulative, the normative and the cognitive pillar.
Finally the report identifies three sources as the most important regarding influence on the communication practice. These three sources are organization culture, management and the dominant coalition, and the institutionel environment.
The report contributes to the ongoing debate on how public agencies can communicate by showing that it is possible for a public agency to communicate in accordance with best practice, although it is also obvious that there are a few obstacles in the way to do so.|
|Education: ||Journalistik / Journalism - not master thesis|
|Appears in Collections:||Projektrapporter og specialer / Projectreports and master thesis|
Journalistik rapporter / Journalism Projects
Items in RUDAR are protected by copyright, with all rights reserved, unless otherwise indicated.