"Malmös nya miljardkomplex" : Om strategisk kommunikation och förankringsmetodik i ett mångkulturellt samhälle

Sammanfattning: In May 2010 the plans for Malmö’s new Concert Hall, Conference Centre and Hotel were announced publically. The purpose of this thesis was to present strategy for communication in order to gain approval for the new concert and conference center from the inhabitants inMalmö and to incorporate the use of it in their everyday life. Material from the receiver’s as well as the sender’s perspective has been collected from qualitative interviews. Through group interviews we have investigated the general consensus of the inhabitants of Malmö regarding the investment, placing, offered events, expectations as well as how they collected information. We have interviewed two persons from the expert group working with the project, in order to define a target group for the communication work and to formulate a concrete message. Finally, we have interviewed a person at Uppsala Konsert Kongress, to collect his conclusions and perspective from the communication processes surrounding the opening. The material has been evaluated continuously and analyzed  in relation to theories such as the Agenda Setting theory and Rogers’ Diffusion of innovations, explaining how individuals in a society react to an innovation. Our collected data has been put in relation to these theories, complemented by earlier research about image building and communication planning. Our analysis has given us a number of important values that will be vital in the communication process. The sender has to emphasize the variation in the events they offer to the public, as well as the fact that the centre will be a place for people to meet and exchange cultural values. The receivers also wish for these aspects. The target-group consists of all the inhabitants in Malmö, and has a wide diversity which puts pressure on the communicator to adjust message and communication channels according to the composition of the city. As a result of our research we present a strategy for effective communication actions, including the importance of face-to-face communication, feedback and media relations.