Epsilon Archive for Student Projects

Abstract

This thesis is based on an internship at Södertälje Municipality. During three weeks I have observed
and interviewed the environmental strategists in order to understand their view on communication. I
have also dug deeper into one of the projects to get a better understanding of their work. Most of the
strategists’ out-turning projects are based on a classical communication model where the focus is on
the sender and on the messages they want to deliver. This model does not take the receivers
perspective into account and is therefore difficult to use when trying to changes people’s behavior.
According to for example McKenzie-Mohr and Nitsch, it is important with communication in order
to make a change and take the target group’s perspective. During my time in Södertälje I have
realized that there are several barriers for not communicating. Time constrains, resources and lack of
knowledge are some factors which make this work difficult. With some more efforts on
communication in the environmental strategists’ work in Södertälje they can though be able to take
others perspectives, get feedback and hopefully give people the tools to change behavior and act in a
more sustainable way.