Öppna arenor och slutna rum : några kommunikationskonsulter i Dalarna ser på opinionsbildning

Syftet med denna uppsats är att ta reda på hur lokala kommunikationskonsulter i Falun/Borlänge-regionen ser på opinionsbildning via professionella konsulter. De centrala begrepp som avhandlas är PR, opinionsbildning och lobbying.Den teoretiska ram som omger undersökningen består av de teoribyggen som skapats av Jürgen Habermas, James E. Grunig och Larsåke Larsson. Habermas ställer sig tveksam till den demokratiska nyttan av professionell opinionsbildning, Grunig är mer positiv och Larsson ser både för- och nackdelar med PR-verksamheten. Larssons undersökning av opinionskonsulter från 2005 refereras också.Undersökningen bygger på intervjuer med ett antal kommunikationskonsulter verksamma i Falun och Borlänge. Den lokala marknaden för opinionsbildande uppdrag diskuteras, men också huruvida politiska uppdrag förser byråerna med politisk färg. Huruvida medarbetarnas engagemang är viktigt och hur hög statusen på opinionsbildande uppdrag är ventileras, samt vilka arbetsmetoder som används. Intervjuerna behandlar också förekomsten av lobbying på lokal nivå. Till slut redogör de intervjuade för sin syn på hur opinionsbildning, PR och lobbying via konsulter påverkar demokratin.Under slutsatser diskuteras resultatet i relation till den teoretiska ramen. Att PR- och reklambranscherna alltmer växer samman och att opinionsbildning är ett vanligt inslag i många projekt är ett faktum som också skymtat fram i den teoretiska ramen. Men reklam- och PR-metoder integreras också i politiken, på gott och ont. Följaktligen växer den gråzon som finns mellan de olika typerna av kommunikation och mellan opinionsbildande och icke-opinionsbildande uppdrag. Det försvårar gränsdragning och tydlighet, men skapar nya kreativa möjligheter.Att den ökade användningen av kommunikationskonsulter kanske kan bidra till en orättvis fördel för resursstarka organisationer diskuteras. Ny teknik, t.ex. Internet, kan dock eventuellt vara den motvikt som gör det möjligt även för resurssvaga grupper att höras i det offentliga samtalet. Kommunikation som maktfaktor tas även upp utifrån termer som lobbying och medias dagordningsfunktion.Några aspekter av den outnyttjade potential som PR har ventileras också. PR som metod är en outnyttjad resurs på det lokala planet, något som kan bero både på okunskap hos de lokala kunderna och ett traditionellt arbetssätt hos byråerna. Utifrån intervjusvaren framkommer att både byråerna, deras kunder och media på landsorten skulle gynnas av ett större samarbete.Resultaten av intervjuerna stöder mycket i den teoretiska ramen, medan somligt förkastas. Som sammanfattning kan sägas att opinionsbildning via konsulter kan användas för både gott och ont. Vilket som blir resultatet handlar som oftast om etik, ansvar, öppenhet och professionalitet.ABSTRACTThe primary target for this report is to find out how communication consultants in the region of Falun and Borlänge views the practice of establishing public opinions by using professional public relations consultants. The concepts in focus are PR, the moulding of public opinion and lobbying.The theoretical framework surrounding this report is the writings by Jürgen Habermas, James E. Grunig and Larsåke Larsson. Habermas has doubts as to the democratic use of professional consultants working with public opinions, Grunig has a somewhat more positive approach and Larsson sees both advantages and disadvantages in a democratic sense with the PR industry. Larssons research concerning consultants working with the moulding of public opinions from 2005 is also reviewed. The research is carried out by interviewing some communication consultants working in the Falun /Borlänge- area. The local market for commissions concerning public opinions is discussed, but also if and how political commissions are forcing a political stamp upon the firms engaging in such commissions. The importance of personal commitment in the consultants and the level of prominence commissions concerning public opinion has in the business is discussed, but also which methods is used and preferred. The interviews also deal with the practice of lobbying in the local arena. Finally the participants state their views on how the moulding of public opinion, PR and lobbying effects the democracy. Conclusively, the result is put in relation to the theories earlier mentioned. The public relations market is merging with the advertising business, that is a fact, and establishing public opinion is a common element in a lot of projects. But methods used for advertising and PR are also integrated in the political sphere, for good and bad. That has made the distinction between different kinds of communication harder, thereby enhancing the difficulties of establishing boundaries and achieving clarity. Yet at the same time it facilitates new creative opportunities.The growing use of communication consultants may contribute to unfair advantages for organisations with large economic resources. New technical development though, such as the Internet for example, may prove to simplify communication for groups with lesser economic power. Communication as an aspect of power is being discussed in terms of lobbying and the agenda setting power of media.Some aspects of the unused potential that lies within PR are also in focus in this report. PR as a method is an unused resource in the local market, which can be due to the local clients lack of knowledge but also to the traditional work carried out by the communication firms. The findings of the interviews show that both communication firms, their clients and the local media would benefit from greater cooperation.The theoretical base in this work is mostly supported by the interviews, though a few of the findings does not agree. The moulding of public opinions by professional consultants can be used for both good and bad. What the result will be is, not surprisingly, a question of ethics, responsibility, openness and professionalism.

Genrestratifiering och massmedias neutralisering av kritiken mot ADHD : Ett kunskapssociologiskt perspektiv

Genre stratification and the mass media’s neutralization of the critique of ADHD: A sociology of knowledge perspective This study examines how the Swedish mass media has dealt with the opposition against the neuropsychiatric diagnosis ADHD (Attention Deficit Hyperactivity Disorder). Drawing on empirical data from eight of the largest newspapers in Sweden (n=778 articles) the study focuses on the scientific controversy of DAMP, 2000–2006. DAMP (Dysfunction in Attention, Motor Control and Perception) is a diagnostic term denoting difficulties similar to ADHD, and which was used in Sweden at the time of the controversy. The study uncovers the ideological role played by the mass media during the DAMP-controversy, and demonstrates the significance of genre. While the spokespersons for DAMP/ADHD were given exclusive and systematic access to the news genre, the forum of fact-production in the mass media, the critics of DAMP/ADHD were confined to arguing and expressing their opinions in the debate genre. Based on the various effects of genre differences a comprehensive analytical tool for the sociology of knowledge, called genre stratification, is developed in the study 

Konsensus och personifierade konflikter : problembeskrivningar av äldreomsorg i svensk dagspress

Consensus and personified conflicts: representations of elderly care issues in Swedish newspapers Elderly care issues are commonly framed in public discourse. In mass media the representations of such issues are influenced by media logic. The purpose of this paper is to describe and analyse how elderly care issues were represented in three Swedish newspapers during the first half of 2007. How were the problems characterized? How were different actors characterized and which roles were they assigned? How are conflicts of interests described? Finally, we aim to discuss how media contribute to an understanding of the complexity of elderly care as a whole. Taken together, the articles do not provide a coherent picture. However, costs, quality of care and demographic issues were common themes. The elderly were commonly represented in personal narratives about problems that occurred when they needed elderly care. The elderly in the future are projected as more active and demanding than the elderly today. The care workers were active voices in discussions about working conditions, but absent in discussions about their education and professional identity, which was an issue commonly advocated by politicians. Many issues were represented as conflicts between the individual elderly and the care system or between care workers and their employers. More elaborated discussions about how to prioritize between different needs and demands were rare. This can be seen as examples of how the media tends to use personification, simplification and polarization as means to tell interesting stories.

Tillväxt som kontrovers : Ekonomers och sociologers debatt om den svenska offentliga sektorn

The controversy of growth: a debate between economists and sociologists about the Swedish public sector Has the ‘Swedish model’ forced Sweden into stagnating economic growth? And has this caused Sweden to lag behind other comparable OECD-countries from the 1970s and onwards, i.e. since Sweden chose a welfare path different from many other countries? This has been the subject of a more than twenty year long controversy between Walter Korpi, professor of sociology and social policy, and leading Swedish mainstream economists. In a series of articles, especially during the years of economic crisis in the 1990s, Walter Korpi claimed that other reasons than the Swedish model has to be taken into account when comparing welfare states and their impact on economic growth, while the economists have persistently maintained the opposite view. These disputes over statistics and methodology have developed into what is here referred to as a science based controversy. This article analyzes the controversy between sociology and economy in accordance with controversy theory. In this way we can consider both the underlying social as well as political aspects of the debate, which leads to the conclusion that not every aspect of a science-based controversy is a byproduct of science itself.

Kriskommunikation i ett heterogent samhälle : lika för alla eller till var och en efter behov?

The controversy of growth: a debate between economists and sociologists about the Swedish public sector Has the ‘Swedish model’ forced Sweden into stagnating economic growth? And has this caused Sweden to lag behind other comparable OECD-countries from the 1970s and onwards, i.e. since Sweden chose a welfare path different from many other countries? This has been the subject of a more than twenty year long controversy between Walter Korpi, professor of sociology and social policy, and leading Swedish mainstream economists. In a series of articles, especially during the years of economic crisis in the 1990s, Walter Korpi claimed that other reasons than the Swedish model has to be taken into account when comparing welfare states and their impact on economic growth, while the economists have persistently maintained the opposite view. These disputes over statistics and methodology have developed into what is here referred to as a science based controversy. This article analyzes the controversy between sociology and economy in accordance with controversy theory. In this way we can consider both the underlying social as well as political aspects of the debate, which leads to the conclusion that not every aspect of a science-based controversy is a byproduct of science itself.