Kampen om eleverna
En kvalitativ studie av informationsmaterialet från gymnasieskolor i Skellefteå
CommunicationCampaignSecondary SchoolsInterviewsText analysisMarknadsföringKommunikationKampanjGymnasieskolorIntervjuerTextanalys
The purpose of this study is to see how secondary schools in Skelleftea? County market themselves in order to attract students. How the schools portrait themselfs, what is in focus in the information material and how the schools communicate their message to the students who are about to choose schools are the questions asked. The study contains both municipal secondary schools and independent secondary schools. A text analysis has been implemented on texts from the schools websites and interviews were conducted with five respondents from the municipal secondary schools. The independent secondary schools were unable to participate in interviews. The study is based on theories regarding communication, marketing and campaigning.The study shows that the municipal secondary schools are in the progress of presenting a united profile and identity. This is something that this study found is not really anchored with everyone who works with marketing the schools. Furthermore they want to be perceived as the serious and stabile alternative and this also is the main focus in the material from all municipal secondary schools. The independent schools seemingly wants to be perceived as caring and their main focus in the material lies in the employability of the students. They also seem to find it important to uplift the fact that it is possible to get the competence needed to carry on to university through their educational programs. Both municipal secondary schools and independent secondary schools communicate their message mainly with a sensemaking view on communication, in other words they seek a kind of relationship with the students in order to get their message through.