Mid Sweden University

The study addresses the enduring impact of colonialism on museums, highlighting the need to overcome historical biases and create spaces that authentically represent diverse cultures and histories. It aims to explore how strategic communication can facilitate the decolonization of communicative practices within museums, promoting inclusiveness and authentic representation. The purpose of the study is to delve into the concept of "co-creating decolonial narratives" within museums through strategic communication, contributing to transformative practices in narrative creation. It seeks to refine the understanding of this concept and provide practical strategies for fostering diversity, equity, and inclusion within museum communicative practices. To achieve this goal, the study poses two research questions. Firstly, it aims to investigate how the concept of "co-creating decolonial narratives" can be defined and articulated within the context of cultural institutions. Secondly, the study seeks to identify key elements and strategies that should be incorporated into a strategic communication action framework for museums. Grounded in the social constructionism paradigm, the research utilizes a qualitative approach, employing deductive reasoning for theory development. The thesis offers insights and an integrative strategic communication framework, translating theory into practice, tailored for museums, and providing a roadmap for transformative change. The findings highlight several key outcomes. Firstly, the study establishes a clear definition and articulation of “co-creating decolonial narratives”, emphasizing the importance of inclusiveness, collaboration, and challenging dominant narratives. Secondly, it identifies critical elements for a strategic communication action framework, including community engagement, transparent dialogue, and the amplification of marginalized voices. Furthermore, the research highlights the necessity of digital engagement and social media as tools for broadening reach and participation. Additionally, the study finds that staff training and institutional accountability are crucial for sustaining decolonial efforts and ensuring ongoing progress. In terms of theoretical contributions, this study refines the conceptualization of "co-creating decolonial narratives" within museums through a strategic communication framework. Recognizing the transformative potential inherent in this process, the framework underscores collaborative, inclusive, and narrative-challenging dimensions for democratic engagement with the stakeholders. It establishes strategic communication as a catalyst for resistance, empowerment, and transformation, aligning seamlessly with broader aspirations of creating more inclusive and representative cultural institutions. The study not only contributes to theory but translates its insights into actionable steps, introducing a strategic communication action framework. Future work involves implementing and refining these strategies to assess their real-world impact.