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Trovärdigt: En studie om hur en kommunal verksamhet kan bygga upp sin trovärdighet i informativa texter om sina tjänster
Mälardalen University, School of Innovation, Design and Engineering.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Att lyckas nå fram med sitt budskap är beroende av ett flertal olika faktorer. Till exempel målgruppens förtroende för avsändaren. Hur ska en göra om målgruppen redan innan budskapet förs fram har en skeptisk inställning gentemot avsändaren? Med utgångspunkt i retorikens ethos undersöker jag i denna studie hur en kommunal verksamhet kan använda ethos för att bygga upp sin trovärdighet gentemot sin målgrupp. Genom att ta fasta på verksamhetens kompetens, deras värderingar och välvilja, och lyfta fram dessa i en informationstext om verksamheten, ligger förhoppningen i att målgruppens benägenhet att nyttja verksamhetens tjänster ökar. Till grund för denna studie ligger teorier rörande ethos samt kvalitativa intervjuer med målgrupp, avsändare och sakkunnig.

Abstract [en]

A succesfully communicated message is dependent on a number of factors. One example of such factor is that the target group have confidence in the sender. What should one do if the target group even before the message is communicated, are sceptic towards the sender? With rhetoric and the ethos as a starting-point in this study, I examine how a public organisation can use ethos to build it’s credibility towards the target group. By focusing on the organisation’s competence, values and good-will and expressing all this in an informative text about the organisation in question, the expectation is that the tendency to use their product and services will increase among the target group. Theories of ethos serve as base for this study, as do qualitative interviews with the target group, the sender and one expert.

Place, publisher, year, edition, pages
2015. , 36 p.
Keyword [sv]
informationsdesign, textdesign, ethos, retorik, arete, phronesis, eunoia, trovärdighet
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:mdh:diva-28388OAI: oai:DiVA.org:mdh-28388DiVA: diva2:823602
External cooperation
Strängnäs Business Park
Subject / course
Information Design
Supervisors
Examiners
Available from: 2015-06-25 Created: 2015-06-18 Last updated: 2015-06-25Bibliographically approved

Open Access in DiVA

fulltext(680 kB)105 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf