Kommunikation utan gränder? : en studie om problemen kring Göteborgs kulturkalas  kommunikation till mångkulturella områden

Sammanfattning: Authors: Stina Johansson, Anna Lennartsson, Caroline WennerstenTutors: Peter Caesar   Title: Communication without boundaries? – a study about the problems of Gothenburg culture festival communications to multicultural areas. Keywords: communication, multucultural areas, communicationmodel, attitudes, diversity marketing, culture, Gothenburg Culture Festival     Background: There can be many problems with communication in multicultural areas. It has become more important for companies to communicate in order to gain competitive advantage. Gothenburg Culturefestival has a large number of visitors and since last year they have noticed that there are not as many visitors from some multicultual areas in Gothenburg. This makes it interesting to see what kind of problems that exists in the current communication.   Problem statement: What noise is there in communicating to a multicultural target group and how does they affect the goals and the result with the communication? Purpose: The purpose of this paper is based on the communicationmodel and from there describe the communication between companies and multicultural areas, and from this identify problems with such communication. Method: 118 respondents were selected through a convenience sample and then  asked questions through structured interviews based on a questionnaire. The questionnaire contained 15 questions concerning Gothenburg Culture Festival and their communication. The interviews were conducted in four multicultural areas in Gothenburg and the respondents consisted of many different nationalities.   Conclusions: There are many noises in communucating with a multicultural target group. They come from both the sender, the reciever, but it also lies in the message itself. Different noises are culture, attitudes, interest, language, the way the message is sent but also what the message is communicating. These noises are later affecting the goals and the results with the communication negatively. In our case the noises where difficulties with the language but also negative attitudes about the event. All of these noises is to be observed in the work of communicating with a multicultural target group.   Suggestion of further research: Out of the problems identified in this thesis, a study with a bigger population can be made, but also with more areas around Gothenburg. A study concerning only the people who have not visited Gothenburg Culturefestival can also be made in order to specify their wants and see if there is a pattern why they do not visit the event. A study between different areas in Gothenburg with different amount of visitors can be made to see if there is any cultural differences between the different areas.