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Marknadiseringen av Försvarsmaktens kommunikation: ett strategiskt maktmedel i en tid av förändring
Swedish Defence University, Department of Security, Strategy and Leadership (ISSL), CRISMART (National Center for Crisis Management Research and Training).
Swedish Defence University, Department of Security, Strategy and Leadership (ISSL), Political Science Section.
2016 (Swedish)In: Statsvetenskaplig Tidskrift, ISSN 0039-0747, Vol. 118, no 4, 589-622 p.Article in journal (Refereed) Published
Abstract [en]

Previous research shows that the Swedish Armed Forces’ communication is dominatedby market communication, and that this may impact on how the organizationis anchored in society. By adopting a neo-institutional perspective to the studyof agency communication, this article aims to deepen the analysis of the ArmedForces’ communication. Our analysis, based on interviews and official documents,demonstrates both risks and opportunities with marketization of the Armed Forces’communication. On the one hand, market communication may lead to the neglectof alternative values and images of the Armed Forces. Also, the rushed changes incommunication strategies identified risk providing an image of a complex organizationthat is difficult to comprehend, which may undermine the Armed Forces’legitimacy. On the other hand, the Armed Forces’ enhanced role as an employer andcomprehensive use of social media has led to more transparency and to the fosteringof values corresponding to values in society at large. How the Armed Forces, itsleadership, management, and communicators relate to these opportunities andrisks will be crucial for the organization’s future legitimacy.

Place, publisher, year, edition, pages
2016. Vol. 118, no 4, 589-622 p.
National Category
Political Science
Research subject
Statsvetenskap med inriktning mot strategi och säkerhetspolitik; Statsvetenskap med inriktning mot krishantering och internationell samverkan
Identifiers
URN: urn:nbn:se:fhs:diva-6408OAI: oai:DiVA.org:fhs-6408DiVA: diva2:1058688
Available from: 2016-12-21 Created: 2016-12-21 Last updated: 2017-07-06Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf