FROM AD-MAN TO DIGITAL MANAGER – THE INSTITUTIONALIZATION OF STRATEGIC COMMUNICATION. A STUDY OF JOB ADVERTISEMENTS BETWEEN 1960 – 2010

aim of this paper is to describe and analyze how job advertisements within the communication profession in Sweden have changed from 1960 to 2010. The study will bring new insights to the historical development of how the communication profession has been changed regarding both content and expression. The content analysis will also be placed in a theoretical framework that consists of the main arguments about the institutionalization of strategic communication. Theoretical framework Even though job advertisements are outmost accessible, being published almost every day in print media and on web portals, they are seldom of interest in academic literature (Frandsen, 2012). One could also argue that how job advertisements are constructed reflects rules, norms and conceptions that could reveal the story about how communication went from being a necessary condition to a value that could solve social and cultural problems (Brenton & Proulx, 1989). This has been understood as the process of institutionalization of strategic communication and it is the framework from which the change of the job advertisements will be understood (Frandsen, 2012). In neo-institutional theory organizations strive to create