Manipulation eller relation? : Om språket som medel för påverkan

Sammanfattning: Abstract Title: Manipulation or relation – the language as an instrument for influence (relation eller manipulation – om språket som medel för påverkan) Number of pages: 42 Author: Matilde Johansson Tutor: Peder Hård af Segerstad Course: Media and Communication Studies C Period: Autumn term 2007 University: Division of Media and communication, Department of information science, Uppsala university Purpose/Aim: The aim of this essay is to gain a deeper understanding of how communication consultants work with communication. The purpose is to sort out whether or not the consultants have the same view in their strategic work with influence as they have when they build relations to customers. In the end the essay will answer if the perspective is the same between their strategic work, their relations and the research definition of how to obtain a genuine dialogue and a good relationship. Material/Method: This is a qualitative research. I have interviewed five communication consultants from three different corporations. In the analysis the data from the interviews will be applied with relevant communication theory. Main results: In broad outline the result shows that communication consultants see communication mainly as a verbal instrument with a capacity to influence other people through the conversations between them. It’s the integration and the talk between people that affects them and make changes possible. In their relations with customers they strive for a personal relationship based on dialogue and mutual understanding. To affect others they work with word-of-mouth and storytelling, both of these strategic types deal with verbal communication and networking. The conclusion is that they mainly base their view of communication from a cultural perspective. Key Words: Communication consultants, public relation, relation, dialogue, influence, cultural perspective, sensemaking, mutual understanding, people who influence people, word-of-mouth, storytelling