KOMMUNIKATÖRSROLLENS PROFESSIONALISERING. En kvalitativ studie om kommunikatörens upplevelser av sin yrkesroll

Abstract

The communication profession is in many ways characterized by diversity and ambiguity. The profession includes over 100 titles and even if some titles are the same, the work can differ due to a variety of different terms and conditions that affect an organization, including institutional terms. This thesis explores how people that work with communication in a variety of organizations perceive their roles and legitimacy within the organizations as well as from external stakeholders and the public eye. The study is inspired by Anderson’s four criteria for a professionalization, trust from stakeholders, a communal identity, independence, and scientific solutions. With two research questions – How do communication professionals perceive their role and legitimacy internally? and how do they perceive it externally? – the study is focused on the criteria of the trust from stakeholders. With that said the study also explores the rest of the criteria, as well as how institutional conditions, organizational structures and expectations shape communication professionals’ work, identity and recognition. By identifying patterns across organizational context, the thesis seeks to illuminate how these factors interact to impact the professionalization and status of communication roles. The study reviews the definition of a communications officer and the challenges of professionalizing the field. The communication profession is broad, with high yet indistinct competence requirements. Professionals are expected to possess a wide variety of skills while employers simultaneously seek specialized expertise. This tension in expectations complicates professionalization and affects the status and legitimacy of the work. Previous research highlights issues such as role ambiguity, lack of trust, and the absence of a cohesive professional identity. This includes how communication professionals often face unclear role expectations and low recognition of their contributions, both within organizations and among external stakeholders. Additionally, it states that a persistent gap exists between the skills demanded and their perceived value. Scholars identify the communication profession as a semiprofession, marked by incomplete fulfilment of professionalization criteria. This study seeks to further explore these dynamics and their implications for the field. The theoretical framework is built on the theory of professionalization and how it has been applied to analyse occupations striving for greater recognition and status. Professionalization theory emphasizes the importance of achieving legitimacy, a strong collective identity, and autonomy in a field, as well as the integration of research-based practices to enhance credibility. The framework draws particularly on Andersson’s criteria for professionalization to evaluate the challenges and opportunities for communication professionals. By grounding the analysis in these theoretical constructs, the thesis seeks to provide insights to how the field might progress toward increased recognition and legitimacy. Additionally, the framework incorporates institutional theory to examine how external conditions, such as societal norms, organizational expectations, and regulatory frameworks, shape professional roles and practices. By combining professionalization and institutional theories, the thesis explores how institutional conditions, such as those found in the private, public, and nonprofit sectors, interact with professionalization efforts. This approach provides insights into how communication professionals can balance sector-specific demands with the pursuit of a more unified professional identity, thereby advancing recognition and legitimacy within the field. The analysed material is built upon semi-structured qualitative interviews with ten respondents, representing organizations that stands before different institutional and organizational terms. The selection of respondents is wide in background and work title due to the fact that we wanted to highlight the differences in the communication work field. With that said the selection is based on criteria such as people working with communication in a private, public or non-profit sector and organizations within Gothenburg. Our findings indicate that people in communication frequently experience confusion and ignorance from colleagues as well as from the public regarding their role and its value. It highlights how the lack of understanding impacts the communication professionals in their daily work and challenges their ability to gain recognition. Internally, communication professionals often struggle with fragmented roles that require balancing both operational and strategic tasks. This duality leads to perceptions of being generalists rather than specialists, resulting in their contributions being undervalued or overlooked in long-term organizational planning. A recurring challenge is demonstrating the value of communication efforts to leadership, where measurable outcomes often overshadow intangible, long-term benefits. Limited resources and prioritization of immediate tasks further exacerbate these difficulties. Externally, communication professionals face challenges in building legitimacy. Misconceptions about their work persist, particularly in the public sector, where media often portrays communicators as unnecessary or costly. While awareness of the field has improved, the diversity of responsibilities and the lack of a unified identity complicate efforts to establish recognition among external stakeholders. Practical experience and continuous learning are often emphasized by respondents as critical to developing expertise in a rapidly changing field. Lastly the study identifies the "communicator’s paradox," where the profession’s pursuit of legitimacy and professionalization conflicts with its need for flexibility and adaptability. Institutional conditions, including societal norms and organizational expectations, significantly influence how communication professionals navigate their roles. These dynamics highlights the importance of developing communication as a semi-profession—emphasizing its unique communicative logic and prioritizing adaptability over rigid standardization. A balanced approach integrating strategic focus and operational flexibility could strengthen the field’s recognition and ensure its sustainability across diverse organizational contexts