Mediers påverkan på budskapet : En fallstudie av Kvinnobyråns kommunikation och mediala distribution

This thesis, The Influence of Media on the Message: A Case Study of Kvinnobyrån’s Communication and Media Distribution, is written by Anna-Evelina Dahlström and Linnea Ljung. To gain insight into Kvinnobyrån’s current situation, and add to the understanding of the problem with the ethical aspects of communication for NPOs. Based on the following research questions -What is communicated via Kvinnobyrån’s media channels?, - How is Kvinnobyråns media channels utilised today and how should they be utilised, according to Uppsala Stadsmission and Kvinnobyrån?, - Does the ethical aspects of Kvinnobyrån’s communication affect their communications practices? And if so, how? The theoretical framework consists of Mediation Theory, Communicative Constitution of Organisations (CCO) and Seven building blocks of social media. The methods utilise triangulation of qualitative and quantitative methods. The material consists of interviews, social media posts and statistical data from Kvinnobyrån. The results had three main characteristics, informative, donations, and storytelling. Storytelling is the main communicative strategy and the ethical aspect is limiting Kvinnobyråns communication. The field lacks an extensive research base on ethical considerations about vulnerable people and for NPOs communication. This thesis contributes with a new perspective to the field, by examining the effect of ethical limitations on communication by mapping the problems to add insight into the phenomena. The paper has 62 pages and is published by the department Media and Communication studies: Department of Informatics at Uppsala University during the fall term of 2020 supervised by Martina Ladendorf