• Anne Sofie Nielsen
  • Anton Emil Pedersen
  • Camilla Riis Balle-Petersen
  • Malene Elise Bruun Thomsen
4. term, Public Administration and Social Science (Master Programme)
This thesis was written based on an interest in why the Danish nurses did not succeed in getting their demands met through the collective bargaining negotiations in 2021. Based on this, the group has creat-ed a problem formulation, which both aimed to provide answers to how the Danish Nurses Organiza-tion (DSR) communicated during the strike, and to figure out whether the communication has been effective in influencing the public opinion. Based on these considerations, the following problem for-mulation was chosen:
How did DSR communicate in regards to the conflict, and to which degree was said communi-cation effective in influencing the public opinion?

To be able to answer the problem formulation, this thesis includes three different analyses.
The first analysis consists of a review of the Danish nurses' strike, where there is an emphasis on sig-nificant impact points that were particularly important, as well as an analysis of which contextual framework conditions have contributed to influencing the strike.
The second analysis consists of a qualitative document analysis, which analyzed the communicative tools used by DSR before, during and after the strike. The document analysis consisted of 20 docu-ments, which includes speeches, debate posts and presentations on social media. Based on the docu-ment analysis, it can be concluded that DSR makes use of three themes in their communication. They have used the strategy called the scope of conflict, where they try to widen the conflict to deal with equality and security in the healthcare system, rather than just dealing with wage increases. In addition, it is seen that they also make use of the narrative strategy called the devil-angel shift, where they try to describe the nurses as the heroes, and where they try to describe the civil servant law (tjenes-temandsreformen) and the politicians as the villains. Furthermore, the civil service law (tjenes-temandreformen) of 1969 played a central role in DSR’s framing. This reform seems to be used as a strategic metaphor to prove that nurses and other female-dominated healthcare professions in the pub-lic sector are exposed to structural sexism. In addition, it also appears that DSR through their campaign ‘wage increase’ (lønløftet) invites the population to be their allies and thereby tries to influence the public opinion and politicians.
The third analysis consisted of a vignette experiment, in which it was investigated which narrative had been the most effective in influencing the public opinion. Here, three vignettes were created, with statements taken directly from DSR’s communication, and within the three narratives: 1) wage condi-tions, 2) working conditions/recruitment and 3) political responsibility.
The survey consisted of a total of 160 respondents. During the processing of the data, it turned out that the vignette experiment had a p-value of 0,99 which means that the study can’t explain whether DSR’s communication (and the use of narratives) has influenced the public opinion, and therefore it can be concluded that DSR’s communication did not have a measurable effect on the public opinion.
Publication date29 May 2022
Number of pages93
ID: 471612507