"Jeg besluttede mig for, at det ikke var værd at bruge tid på" - en empirisk undersøgelse af, hvordan reelle modtagere modtager og bruger personligt adresseret post fra offentlige og private organisationer

Maya Krone

Studenteropgave: Speciale


Abstract Many organizations in both the public and private sector implement plain language policy initiatives that aim to achieve a variety of organisational goals by changing the written language used to communicate with end-users such as citizens and customers. But various studies indicate that recipients often only read few, selected parts of the written material they receive. This means, that there are significant factors other than those grammatical and stylistic which dictate how the recipients receive and use the written information; as a consequence these other factors should attract our attention. The aim of this thesis is to create a more empirically rooted knowledge of how real recipients in real communicative situations receive and use personally addressed household mail from public and private organizations, and to identify factors in the written material and in the situations which are significant in this context. Using Brenda Dervin’s Sense-Making Methodology, this thesis examines how real recipients navigate through communicative situations and make sense of personally addressed household mail. Additionally, the thesis analyses the factors in the mail and in the communicative situation which either facilitates a progression in the sense-making process, or act as barriers. Sperber & Wilson's relevance theory is then applied in order to examine the role played by the recipients’ assessment of relevance. This issue is examined empirically through qualitative interviews with six respondents, and the results are discussed in relation to the grammatical and stylistic focus, which is the starting point for the plain language policy projects in many organisations. This study shows that communication should be seen as a process, and that the recipient is central to the understanding of the message. The results indicate that factors such as the recipients' knowledge and background, practices and routines, reading strategies, information needs, assessment of relevance and especially knowledge about the communication situation are central to the recipient's construction of meaning. This means that selection of information, relevance optimization, point-of-view, principles of composition, graphic design, choice of media, etc. should have a very prominent place in the communications planning process. It also means that communications planning, to the extent that it is at all possible, should be based on the specific expected communicative situation and the intended function of the text in the given situation, considering whether the situation is a routine situation for the recipient, the level of prior contact between sender and receiver and finally the conditions in that specific situation that can ease or hinder the progression through the use situation.  

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato9 apr. 2013
VejledereSanne Knudsen


  • relevans
  • sproglig rådgivning
  • modtagerperspektiv
  • Sperber & Wilson
  • personligt adresseret post
  • Brenda Dervin