University communications as auto-communication: the NTNU ‘Challenge Everything’ campaign

Abstract

Purpose

This article offers an in-depth exploration of university communications practice by describing and analysing a publicity and recruitment campaign, called ‘Challenge Everything’, carried out by the Norwegian University of Science and Technology (NTNU) in 2018. By providing insight into internal sense-making around the campaign it contributes to literatures in science communication and communication management.

Design/methodology/approach

This qualitative research uses semi-structured interviews and informal organisational ethnography, mobilising concepts of sense-making and auto-communication to guide analysis. The focus is on how organisation members made sense of the Challenge Everything campaign.

Findings

The analysis focuses on four key themes within organisational sense-making about the campaign: the openness of the campaign meant that it was readily picked up on and personalised by university staff; its meaning was always contextual, shaped by organisation members' roles, interests, and concerns; its controversy seems to primarily derive from questions of representation, and specifically whether organisation members recognised within it their own experiences of university culture; and its development points to the rise of new forms of expertise within university organisation, and the contestation of these.

Research limitations/implications

The research offers only a partial snapshot of one instance of university communications. However, in demonstrating how public campaigns also operate as auto-communication it has important implications for strategic communication within complex organisations such as universities.

Originality/value

The research has particular value in offering an in-depth qualitative study of university marketing practices and the effects these have within an organisation.

Citation

Davies, S.R. (2020), "University communications as auto-communication: the NTNU ‘Challenge Everything’ campaign", Journal of Communication Management, Vol. 24 No. 3, pp. 227-243. https://doi.org/10.1108/JCOM-08-2019-0120