Den missförstådda kommunikatören : En kvalitativ intervjustudie om hur kommunikatörerna ser på bilden som ges av yrket samt hur kommunikatörer använder diskursiva verktyg för att skapa sin yrkesidentitet

Sammanfattning: The overall aim of this thesis was to examine the development of PR practitioner professional identity. The purpose was to examine how PR practitioner reason/talks about the image of the profession and how communicators use discursive tools to create their professional identity. The primary theoretical framework of the thesis is social identity and discursive psychology to understand how the professional identity is created. The chosen method was interview method where six interviews were conducted from the private and the public sectors in Umeå. The private organizations included are Punkt PR, which is a private PR agency and Polarbröd. The public sector organizations included are Umeå Kommun, Region Västerbotten, Polisen Nord and Vakin. The result of the analysis shows that the PR practitioner perceive that the image given by their profession is incorrect and largely based on ignorance of how their work look like. PR practitioner also see their profession as important for both the organization and the community. The thesis conclusions were that the PR practitioner build their identity by focusing on how and why they are important in society and for the organization. Another opinion from the PR practitioner was that the media often producing that a large part of the PR practitioner´s work is to deal with journalists and make the journalist's work more difficult, which the PR practitioner´s think is wrong.