A well-functioning democracy is based on the fact that there is confidence in organizations in the public sector (Gromark & Melin, 2013). Access to information is important for maintaining an organization's legitimacy and can thus be seen as a foundation of democracy. The opposite, that people do not have access to equivalent information, can instead result in inequality and other forms of discrimination. In Sweden, there is a new law to secure that information on public websites must be accessible and possible to perceive (2018: 1937). Legitimacy and trust in the authorities and governmental works is governed, among other things, by norms, rules and principles for what is right and wrong communication (Fredriksson & Pallas, 2011). Public trust is presented as a process and result of publicly generated trust in publicly visible actors (Bentele and Seidenglanz, 2008). On this basis, credibility is related to communication processes in a context of inclusivity. Here, visual strategies are important since it can be used to influence opinion (Wong, 2016), change attitude and behavior (Frascara, 2006) and for transformation and social change (Buchanan, 1998; Bichler and Beier, 2016).
Against this background, the purpose of this study is to explore how communication professionals at government agencies in Sweden plan their visual communication in a digital context from a inclusivity perspective.
In order to answer the purpose, a literature review was done, and interviews were conducted. The sample of this study focuses on government agencies in Sweden, i.e. authorities controlled by the Swedish government.
In the results, we first describe how communication professionals at government agencies in Sweden plan their visual communication in a digital context. Second, the result focus on visual strategies as an assessment tool in a communication planning process from a inclusivity perspective.
With this study, we hope to provide a better understanding of visual strategies in the communication planning process, contributing to knowledge about how to create inclusion in visual digital communication. This is in line with global goal number 16; Peaceful and inclusive societies – Promote peaceful and inclusive societies for sustainable development, ensure that everyone has access to justice and build effective and accountable and inclusive institutions at all levels and also 16.10: Ensure public access to information and protect fundamental freedoms – Ensure public access to information and protect fundamental freedoms, in accordance with national law and international agreements.
At times of pandemic and restrictions in society with limited possibilities to visit government agencies in the same way as before the crises, access to digital information is of great importance. This is relevant for an inclusive, democratic and sustainable society, not excluding citizens. COVID-19 has acted as an accelerator for the need of inclusivity included to prevent inequality.
Östersund: Mittuniversitetet , 2021. p. 1357-1358, article id 65
ISDRS 2021: The 27th International Sustainable Development Research Society conference, Östersund, Sweden, July 13–15, 2021.