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This thesis takes as its starting point the use made by Rigspolitiet, the Danish National Police, of the social media Facebook as a communication channel and tries to clarify whether there is a connection between the communication strategy of this authority, the action taken by it on the social media and the views of the citizens of the use made of Facebook by Rigspolitiet. In the thesis we find that the use Rigspolitiet makes of Facebook is not adequate compared with the potential for dialogue that the media holds, and not compared with the view of the users of the communication potential of the media. In this way the Facebook page has merely become an extended information channel as an extension to the homepage already in existence, on which the police informs the citizens. The purpose of the Facebook page has chiefly ended in Rigspolitiet making use of the media as a PR-channel on which it promotes itself as more humane and at eye level with the citizens. We further find out that Rigspolitiets fear of losing control and lack of resources are the primary causes that the way has not been opened for dialogue. We see that there are gaps between the vision, culture as well as the image of the organization, where especially the gap between vision and culture is decisive to the lack of dialogue. If Rigspolitiet would make use of the media the way it was intended, this would open the way for greater user satisfaction, would make possible a smaller use of resources in other places within the organization and make it possible to live up to the public demand for digitalization which is to be met before 2015. The thesis stems from a social constructivist viewpoint from which we relate exploratively to our empirical material. At the same time the starting point of the study has been of a descriptive nature, so we try to understand and clarify causes and connections instead of coming up with a guide or solution to the future communication of the police on the social media. The thesis makes use of theory concerning strategic communication, dialogic communication, convergence culture and organization communication. |
