Strategisk kommunikation för ett jämställt samhälle - En studie om lokala myndigheters arbete med att kommunicera jämlikt och dess betydelse för jämställdhetsutvecklingen i samhället

Sammanfattning: This study examines a local authority’s work with strategic communication to promote gender equality. Strategic communications is not usually prioritized in gender equality work, which is problematic as it affects the progress. Through a case study, with content analysis and interviews, I have studied the factors that affect local authorities when they work with gender mainstreaming in their communications, how they motivate their work and what the process looks like in practice. The results indicate that the process evolves like ripples on water - an idea that is successfully initiated causes the work to spread. Factors that affect the diffusion can be linked to individuals in the organization, the organization's structure, and how the purpose of the work is understood. The organization studied motivates the work based on their mission as a local authority. If they exclude people, they do not take advantage of their potential, which does not benefit society.