Kulturel selvforståelse som barriere for udviklingsorienteret kommunikation: et case study af Keren Kayemeth LeIsrael - Jewish National Fund - en jødisk NGO

David Askholm Jørgensen & Christian Axholm

Studenteropgave: Speciale


This thesis is a two-way split between a practical case study and a theoretical angle to a more general problem. As the cardinal question bears to witness, the first part of the thesis revolves round the case, and the second part debates the more general questions posed. Cardinal question: How does KKL’s identity construction influence the communication potential of the organization in a post-modern society? And how does a culturally founded organization navigate in a globalized world? Basically, we are dealing with the cultural differences a strongly religiously and nationally founded organization experiences when entering an increasingly international arena. We attempt to uncover how this affects the organization itself, and, more interestingly, where these mechanisms lie, behind the cultural clashes, and how to deal with them. We address these issues on a strictly organizational level as well as a wider communicational level, in order to uncover the tools to deal with cultural clashes in a broader sense than just our case. Our case is an Israeli environmental organization, which has expressed a need for discovering new target audiences for the further development of the organization’s potential internationally. Due to the narrow problem targeting we focus mainly on identity construction internally within the organization, and the external communication as an imminent result. Our goal is thus to present an inspirational paper for the organization, but also, more importantly, to uncover the cultural communication mechanisms in a theoretical and intellectual manner for the benefit of the thesis, and thereby produce new knowledge. Our findings show that this approach is feasible, and in fact provides a very helpful set of tools, when operating in a cultural environment such as KKL. In short, we found that terms such as ‘self recognition’ and ‘transparency’ both play a major part in overcoming cultural boundaries when forming a working communication strategy.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato31 aug. 2010


  • Globalisering
  • kultur
  • N.G.O.
  • interkulturel kommunikation
  • Israel