Når tale skal være guld: Retorik og kommunikation i strategiske organisationsforandringsprocesser

Lone Rodt, Chris Arnrød Andersen, Jimi Martin Koch Holstebro, Christina Blixt Jensen & Jakob Skovbakke

Studenteropgave: Masterafhandling


This thesis is on strategic management communication. The enquiry is focused on the possible use of rhetoric as a communicative means during strategic organizational change. The study investigates how the chief executive of Skanderborg municipality in Denmark seeks to communicate a strategic shift towards a fundamentally new way of understanding and implementing local public services – envisioned as “Kommune 3.0”.

The empirical analysis is based on a qualitative study structured into two component parts. The first focuses on the organizational and strategic understandings upon which the chief executive bases her communication of “Kommune 3.0”. This includes how her beliefs translate into practice. This part of the investigation consists of an interview with the chief executive and a group interview with 9 selected employees of Skanderborg municipality. The second analysis focuses on how the chief executive uses rhetorical argumentation as a persuasive instrument in the organizational change process. This includes an impact assessment of her communication thereof. This part of the study builds on a rhetorical argumentation analysis of two of the chief executive’s speeches about “Kommune 3.0”, in addition to the abovementioned group interview.

Overall, the results indicate that the chief executive bases her communication on a multifaceted understanding of her organization and multiple strategies hereto. Her communication of “Kommune 3.0” is executed upon emergent approaches in the ongoing process of organizational change, but without an overall communication strategy. She uses a wide selection of argumentation, which does not however win full support for the strategic change amongst the participants of the group interview. A partial explanation is found in the fact that the chief executive does not sufficiently adapt and adjust her communication and argumentation to the specific audience, whereby the persuasion of parts of the organization, represented by members of the group interview, towards participating in the process of making the vision of “Kommune 3.0” a reality seems less efficient. A future perspective for the ongoing communication of “Kommune 3.0” is regarded to involve a more conscious communication strategy, including the involvement of a bigger part of the organization's leaders in the process.

UddannelserMaster i Professionel Kommunikation (MPK), (Masteruddannelse) Master
Udgivelsesdato4 maj 2017
Antal sider82
VejledereKarsten Pedersen


  • Retorik
  • Ledelseskommunikation
  • Organisatorisk kommunikation
  • Organisationsforståelse
  • Strategi
  • Strategisk kommunikation
  • Perelman
  • Mintzberg
  • Jørgensen & Onsberg
  • Gulbrandsen & Just
  • Bolman & Deal
  • Sense-making
  • Narrativer
  • Auto-etnografi
  • Emergente strategier
  • Emergens
  • Retorisk argumentation
  • Argumentationsteori
  • Nyretorik
  • Kommune 3.0