Organisation, kommunikation & strategi i det postmodernistiske samfund

A. Hermansen & E. Sofie

Studenteropgave: Semesterprojekt


Abstract This thesis is an investigation of the effects and possibilities the postmodern society constitutes for an organisation’s communication and strategy process, specifically when the organisation wishes to change the behaviour of a specific target group. It is concerned with the challenges that organisations face today and takes as its starting point the fragmented consumer that is difficult to reach through traditional segmentation models such as life-style segmentation. A new segmentation model, that segments situations, is introduced as well as a theory called ‘experience based communication’. Through theories and based on empirical work concerning a traffic campaign called Speedbusters, four key concepts are investigated: o The communication process o The individual o The organisation o The strategy process It concludes that, from a postmodern point of view, communication changes as well sender as receiver and referent. Therefore the term ‘sender’ and ‘receiver’ are no longer adequate, which places this approach in Grunig & Hunt’s model as a two-way symmetric PR, and communication is viewed as an activity. It also concludes that from a postmodern point of view the individual is viewed as ‘placed in a web’ where communication passes through it. This means that we can no longer talk about the individual as consisting of an inner and outer self, instead the self must be seen as distributed and situated, subsequently the self is constructed through the interaction with and in relations to others. It also concludes that an organisation is an open system, dependent of its surroundings to gain input which can be processed to output. The environment in which an organisation navigates has become more complex and the organisation can’t legitimatise itself solely on its purpose. When the organisation is viewed as an open system, strongly dependent of its surroundings, and when these are complex, then the strategy process cannot be viewed as simple and straightforward. Therefore strategy is viewed as position, meaning that it is a dynamic and constant process wherein the organisation tries to find the optimal fit between organisation and environment. Strategy, however, is also viewed as perspective, as the organisation’s collective mind. This view concludes that the leader’s responsibility is to guard the culture and allow it to evolve as it streams from the depths of the organisation’s different coalitions, goals, and interests. Viewing strategy as a position and a perspective calls for PR, given that it is the public relations practitioner’s task to negotiate between different groups in the environment as well as internally within the organisation.

UddannelserDansk, (Bachelor/kandidatuddannelse) Bachelor el. kandidatVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato1 jun. 2006
VejledereBoel Jørgensen


  • postmodernistisk, samfund, individ, situid, kommunikation, strategi, proces, aktivitet, Lyotard, Jameson