Utvärdering av Skogens Dag i Borås 2005 evenemanget som informationskanal
The purpose of this thesis is to examine Skogsstyrelsens event Skogens Dag as an information channel by looking at information use and information behaviour during the communication process of the event. This is done by examining the aims of Skogsstyrelsens information distribution during the event in relation to its outcomes. The evaluation is focused on long term effects on the target group and it is restricted to Skogens Dag in Borås 2005. The question this thesis intends to answer is: How does the event Skogens Dag function as a tool for information distribution? The theoretical background gives an account of the communication process as well as the relevant aspects of marketing, social marketing, campaigns and public relations, as these are communication attempts that can use an event as a medium. Then the characteristics of an event as a medium are described and also earlier information behaviour research. The empirical material consists of a mail survey among visitors to Skogens Dag. Because of the nature of the sample the resulting analysis is qualitative. In relation to the theoretical background the survey shows the event as a complex information situation where the visitors information behaviour has a considerable impact on the outcome. According to the analysis the event plays a rather small part in the social marketing and in creating an interest in the woods. This is also true about the intention to encourage visitors to spend more time in the woods. The event seems to play a more relevant part in Skogsstyrelsens PR-work.