Identitetsskapandet av kommunikatörsrollen : En fallstudie av yrkesrollen som kommunikatör i en offentlig organisation

Sammanfattning: This paper presents a qualitative single case study of a communicators’ practice with a neo-institutional theory perspective. The aim with this paper is to explore and present how a communications officer reflects on the daily assignments and how the work is affected by the surrounding society, institutional influences and communicational strategic documents. Via a triangulation methodological approach, combining a semistructured interview with the communications officer, a narrative analysis of the Instagram account “scifestuppsala”, and an analysis of the communication strategy documents, the two research questions are answered. The paper gives a view of how the communications officer is affected by the surrounding society, and how the communications officer uses the strategic communication strategy documents when handling Instagram to reach the organizational goals. To very little surprise, one finding is how different levels of influence from the surrounding society impact the work carried out by the communicating officer. Another interesting finding is that the communicating officer is, in turn, in a position to impact the surrounding society to an extent directed by resources such as time and money.