Kanal 1 i Kanal5? : En kvantitativ studie om studenters attityder gentemot att public service utför marknadskommunikation

Sammanfattning: In recent years, the digitalization and media convergence has increased, which has made the market for public service- medias more competitive. Perhaps this is why public service has chosen to communicate with recipients outside their own channels. The purpose of this quantitative study is to find out how students attitudes looks towards the fact that public service are performing marketing communication. To find out, we conducted a survey, as 256 students of Linnaeus University in Kalmar answered. Together with the study we have used different theoretical references in order to analyse the responses from the survey, and obtain our conclusions. By analysing the empirical material we came to the conclusion that the majority are in favour of public service performing communication outside its own channels. But we also noticed that the communication needs to be in a certain way for the students to be positive. It needs to be informative and ideally distributed through the Internet.