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Personaltidningens funktion i konkurrens med intranätet - en läsvärdesundersökning av SSAB Tunnplåts personaltidning Tunnplåten, våren 2004
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

This essay is about the company newsletter and it’s role in ensemble, or as a rival, with the intranet. It is an attempt to find out which function the company newsletter has, and will have in the future. The research is made on behalf of SSAB Tunnplåt and took place among the employees at the company’s establishment at Borlänge, Luleå and Finspång. This essay cannot give any general answers about company newsletter in a total and must only be seen as an investigation of SSAB Tunnplåts company newsletter Tunnplåten.This research is based on the uses- and gratification theory, which based on the readers free choice to take part of different medias, in this study the company newsletter and the intranet, and that this choice come from different needs. This research also takes a look at McQuil’s theory that the need must be seen as a kind of reward. In order to see the senders part a presentation of Westley and MacLean’s model of communication is given. The investigation was conducted by a questionnaire mail to 458 employees, systematically and randomly chosen out of the 4000 employees at SSAB Tunnplåt. The survey consisted of 29 questions. 273 answers (60%) choose to take part of the research. My finding shows that the company newsletter is very popular among almost all of the respondents of the questionnaire and has a high reliability. It analyses and explains the news on a deeper level. The employees often talk about the company newsletters content when it is released and when it says something extraordinarily. The newsletter is the best channel to tell information about colleagues and brings a feeling of sprit of community. It satisfies every “reward need” of McQuil. The employees feel that the function of the company newsletter cannot be transferred to the intranet. Instead their opinion is that these two medias complete each other. The intranet is seen as a working-tool but also as a channel to find fresh news about the present. Together these to medias, the company newsletter and the intranet, fulfil the demands of effective “company communication”: to know, to comprehend and to appreciate/have an opinion about. Via the intranet the employees receive know-ledge and through the newsletter they get help to understand the reason why. According to this it may seem a little bit worrying that the younger readers tend to prefer the intranet while the older rather read the company newsletter. At the present the employees do discuss and talk about what is published, however it remains to find a way to a dialogue in the formal channels in order to let the result of the discussions find it’s way back to the information department. Then the communication theory according to MacLean and Westley will fully function at it’s best and the readers will have a chance to affect the contents of the information channel, something they cannot do today.

Place, publisher, year, edition, pages
2004. , 80 p.
Identifiers
URN: urn:nbn:se:kau:diva-57421Local ID: MKV C-38OAI: oai:DiVA.org:kau-57421DiVA: diva2:1122032
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

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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
  • text
  • asciidoc
  • rtf