1. TATION AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION pReSEN Writing your thesis: The process and problems Thesis information meeting, Department of Business Communication Marts 2015 Sophie Esmann Andersen Associate Professor, PhD challenges

2. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Agenda ›How to get started ›From idea to problem ›The scientific genre ›The thesis process ›Thesis supervision: roles and expectations ›Links and pieces of good advice 2

3. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 3 How to get started

4. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION You are so close… 4

5. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION A good place to start… ›Employer branding og identitet: Et speciale om hvordan en employer-branding strategi påvirker medarbejdernes identitet ›Co-creation: A look around the corner of branding: A study of the development of co-creation within the branding paradigm and consumers' understanding hereof 5 ›The Online Bank’s Nightmare: Crisis communication through social media ›The Novo Nordisk way: Considering the fit between business strategy and cultural values ›Efterredigering af maskinoversatte tekster: En empirisk analyse af udvalgte dele af eksisterende revisionsteori anvendt på artikler oversat med Google Translate. ›Det sociale brand: Corporate branding på de sociale medier i Spanien ›Selvrettelser i simultantolkning – en empirisk analyse af selvrettelser anvendt i simultantolkning mellem dansk og spansk ›Eksport af Ny Nordisk Mad: en undersøgelse af Ny Nordisk Mads image i Tyskland

6. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION … but don’t end there Be aware of plagiarism! Find your own way into writing the thesis 6

7. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION How to get started? How do you find and choose a topic? ›Use a previous assignment or project as a starting point ›Inspiration from specific courses, profiles or project-based study ›Inspiration from scientific or professional journals or magazines ›Current or topical issues in the media ›Observation or experiences of a certain phenomena ›Etc… Remember that you are to study the topic for a long time  INTERESTING, EXCITING, CATCHING 7

8. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 8 From idea to research: Developing a problem statement

9. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION The problem statement The problem statement defines and presents the issue in order to frame specific questions. The problem builds on the context established in the introduction. This means that the introduction outlines and frames the problem. From here, you develop your rationale for your study and thesis by explaining the importance of the problem and the need to conduct research within the established context. You need to persuade your reader that the problem is both relevant and important: ›Is the problem of interest to other scholars or practitioners in the field? ›Is it clear who or what will be aided by the research findings (contribution)? 9

10. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 10 (Rienicker & Stray Jørgensen 2010/2013) Background and contribution Problem statement Theory, Concepts and Methods Procedure Data The pentagon The Pentagon can help you to create an overview and ensure coherence and progression in your thesis

11. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 11 Research design Ideal work process (the paper’s structure The order of research: firstly, then, next, hereafter, finally Texttypes, planning, collecting, analysing, discussing, concluding Structure of the paper The paper’s key concepts Theories for analysing, explaning and discussing Methods (disciplinary practices for collecting data, analysing and designing) Texts (factual texts, theories, journals) Interviews Cases Observations Measurements Statistics Contribution to the field “who can use the results of the paper and for what?” Directions for actions Professional use Chancing practice Observations “gaps” Surprise Motivation Problem Research question Disciplinary gaps (Rienicker & Stray Jørgensen 2010/2013) The pentagon

12. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Developing a problem statement First draft: “The purpose of this thesis is to analyse the stakeholders of Arla and account for the relevance of social network theory” Comments and questions from the supervisor: 1)What is the problem? 2)Why is this problem relevant? 3)What is the contribution? 4)What is your approach to stakeholder theory and stakeholder analysis? Which key concept will you draw on? How will you analyse the stakeholders? 5)What is the relation between the stakeholder analysis and the accounting for the relevance of social network theory? 6)What are the criteria for “relevance”? 7)The project seems unambitious: you “analyse” and “account for” – you need to relate, discuss, reflect… 12

13. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Developing a problem statement Second draft: “The purpose of this thesis is to map the stakeholders of Arla in order to discuss the relevance of applying social network theory” Improvements: 1.A link between stakeholder and social networking theory is (vaguely) established 2.The analysis is (somewhat) focused (mapping) 3.The thesis includes a “discussion” Comments and questions from the supervisor: 1)What is the problem? 2)What is the contribution? 3)Why is Arla interesting? 4)How can you qualify the relevance of the link between your theoretical concepts (stakeholders and social network theory)? 13

14. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Developing a problem statement Third draft: “Taking a point of departure in Arla and its critical stakeholders, the purpose of this thesis is to map the company’s stakeholders in order to discuss the relevance applying social network theory” Improvements: 1.The problem is indirectly addressed (critical stakeholders) Comments and questions from the supervisor: 1)What is the problem and why is it relevant? 2)How can you qualify the relevance of the link between your theoretical concepts (stakeholders and social network theory)? 3)Why is this project relevant form a corporate communication or strategic communication perspective? 14

15. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Developing a problem statement Fourth draft: “Taking a point of departure in Arla as a case of managing critical consumers, this thesis aims to analyse and discuss social network theory as a strategic tool for creating dialogue and relations with critical stakeholders Improvements: 1)Focus is clear (critical stakeholder and stakeholder dialogue) 2)The purpose of the study is clear: developing of a new theory 3)What was previously stated as a purpose is now a presumption or premise: the stakeholder mapping is not the purpose but part of the initial research which identifies, qualifues and ligitimize the problem 15

16. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION The problem statement  The problem statement is not a description of the process or structure, but points towards the core problem and how it is conceptualized as well as outlines how to solve/discuss/explore this problem  This means that when you have formulation the problem statement, you have already identified the project's key concepts, theories and methods to understand/explain it as well as potential solutions  The problem can be accompanied by sub-questions which guide both you and the reader in a certain (methodological, theoretical or analytical) direction and which demonstrate the overall argument, logic and progression in your thesis 16

17. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 17 What is a thesis? The scientific genre

18. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? According to the study guide the purpose of the thesis is to enable students: ›to carry out extensive scientific research ›of a problem which is relevant to the study programme ›by applying scientific theories and methods 18

19. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? What is your overall contribution? Empirical thesis: raises questions regarding phenomena that may be observed or experienced. Argues and answers through data  reflects on theoretical consequences. Theoretical thesis: raises questions regarding existing theory/theories, compares, combine and discuss Both types may provide recommendations for future actions. Remember that your thesis is an academic paper and not a consultant’s report! 19

20. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? From a consultant’s report to an academic thesis: “The purpose of this thesis is to develop a brand and CSR strategy for the English fashion brand ETC. In order to accomplish this, the project will focus on three question: ›What characterizes the fashion market and the market for CSR products? ›How can ETC authentically integrate CSR messages in the brand? ›How can the strategy be implemented among ETC employees What is the problem? Why is this a problem? What does the literature tell us about such problem – or is there a gap? What is the contribution? 20

21. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? Defining the scientific genre: ›a documentation ›of the study ›of a problem which is relevant to the professional field ›by the use of the terms, concepts, theories and methods ›with the purpose of convincing ›a professional peer ›about the scientific quality and accuracy of the study’s results and conclusions ›in a presentation which is acceptable for the professional community (translated from: Rienecker & Stray Jørgensen, 2010) 21

22. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? The scientific character of your thesis is not just an appendix that you can copy/paste from a previous paper, e.g.: “I am a social constructionist because I believe that the world is socially constructed through social interactions and discourses. Knowledge is also socially constructed. Knowledge is subjective and thus cannot be generalised. Consequently, this thesis merely reflects my subjective conclusions”. To be a social constructionist does not mean that you can disclaim any scientific position. In order to produce scientific knowledge, you must continuously reflect on your choices and actions as well as their consequences:  What are the consequences of my beliefs and assumptions? Theoretically? Methodologically? Concepts? Process? 22

23. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? Different levels of your study (and thesis): ›Meta theory (or philosophy of science) ›Theory ›Method ›Data (empirical or theoretical) Additional (transversal) dimensions: ›Scientific rhetoric (refers to academic writing, e.g. argumentation, genre, rhetorical strategies, styles etc.) ›Scientific or research ethic (refers to the research process, e.g. code of conducts in interviews etc.) 23 Consistency, and coherence

24. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? 24 Philosophical/ Theoretical viewpoints Ontological issues Epistemological choices Views on how knowledge about the research should be understood Methodological decisions Discussion of overall approach to the research Choices of methods and techniques Description of data collection tools and reasons for their choices (Kuada 2012: 58) Structure and coherence in research

25. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis? ›The scientific position positions your research and reflects the underlying understanding of how the (social) world is approached and how knowledge is created ›This must be explicitly defined as a starting point for the choice of theory and method in order to clarify the basis on which the study rests ›There need not be a longer philosophical discussion starting from Adam and Eve, but the relationship between scientific position, knowledge production and choices of theory and methods must be clear as well as the possibilities and limitations of the scientific position ›Scientific reflection, explication of assumptions and consistency in methodology and research process Always start with the problem and work from there 25

26. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is a thesis In order to scientifically position your thesis, you can start with this excercise: ›Identify key concepts of your field of study (e.g. Employees, Identity and Employer Branding) ›How do you define these concepts, e.g. ›what is the core being of an employee? Is he defined by means of raw man power or as a strategic ressource? Or maybe as a whole human being or a moral agent? ›what is identity? Does an employee possess a core identity or is it fluid and constructed in social settings? Is employee identity a matter of power structures and suppressions? Or a meaning-making process? etc. Your definition of and approach to your field of study guide your choices on how to study it 26

27. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION The aim of your thesis is to produce quality scientific knowledge How do you produce knowledge in your thesis? What are your beliefs and assumptions about the world and knowledge production? What is knowledge in your thesis? How do you ensure quality? ETC… 27

28. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 28 The thesis process

29. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What to do? Consider topics, issues, challenges, problems  Tentative project proposal (Registration form: allocation of supervisor)  Together with your supervisor you make a thesis synopsis, including a plan for the thesis process  Thesis registration (Registration form Master Thesis)  Ongoing supervision and discussion: stops when you have handed in (registration form: form for handing in the master thesis)  Oral defense and feed back 29 MY MA THESIS: BLOOD, SWEAT AND TEARS

30. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION The thesis roller coaster Psychological dimensions of the process The psychological phases: The thesis roller coaster Persistence Self-generation and -motivation Immersion Distancing Enthusiasm Isolation Growing interest in the study Increasing independence of supervisor Boredom and frustration Wrapping up Euphoria  Emptiness 30 Inspired by: Andersen & Hein 2002

31. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Your thesis process Myths and realities ›There is no ”one size fits all”-way of writing your thesis ›It is okay to have off-days – enjoy them and use them to recharge your thesis batteries ›Writing a thesis can be a lonely process – be aware not to be shut up in your own ivory tower far away from realities and social relation ›Social relations are crucial; fellow students, thesis writing communities and supervisor – and don’t leave friends and family behind ›The tough goals of writing a thesis: immersion in the topic vs. deadlines and project management ›Criteria for success when writing a thesis: Ambitions or self-worth! 31 Inspired by: Andersen & Hein 2002

32. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 32 The process of supervision

33. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Allocation of supervisor Different procedures and forms depending on your study programme! Allocation of supervisor is based on your tentative project proposal and problem statement. You’ll find all information and forms on the study portal at au.dk 33 Language and EUS Communication Language and EUS Communication

34. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Allocation of supervisor Language and EUS study programmes: You may suggest a supervisor for your project. But please be aware that though we try, we are not always able to honor your wish. You’ll find lists of supervisors and their research areas as well as the form for allocation of academic supervisor on the study portal. Communication programmes: We have given the process of focusing your project and formulating the problem statement greater priority and developed an alternative form for allocation of academic supervisor on the study portal. NB! Supervisors are allocated by the study coordinators, NOT the individual supervisors: It is NOT a matter of first come, first served and “who asks the supervisor first, gets the deal sealed”… 34

35. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is supervision? ”In this context supervision means to help students to write an assignment as part of their education. Most supervision is practiced within the perspective that the supervisor must also evaluate and grade the assignment. Consequently, supervision includes the possibility of teaching, controlling and evaluation.” (translated from: Rienecker & Stray Jørgensen, 2010: 23) Supervision vs. Control Guidance/coaching vs. teaching/ordering Emotions vs. intellect Good advice vs. Evaluation As a thesis writer you constantly navigate within these dilemmas and shifting roles and positions! 35

36. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is supervision? Students often expect the supervisor to be present in all aspects of the thesis process and to continuously offer guidance, coaching and supervision. This includes supervision regarding: ›Theories, concepts and models ›Research design, scientific method and methodologies ›Overall research process, argumentation and approach ›Writing process ›Proof reading ›Personal problems ›Practicalities ›Etc. Different supervisor roles are brought into play 36

37. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is supervision? Examples of the supervisor’s different roles in the process: ›Administrative function ›Content supporter ›Technical supporter ›Proof reader ›Intellectual supporter ›Project planner and controller ›Overall oracle ›Personal coach Can you expect the supervisor to perform all these roles? Use and prioritise your time of supervision wisely Always remember to match your expectations 37

38. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION What is supervision? Use 10 minutes of your first supervision session to match your expectations and develop a supervision contract, including agreements on: ›How many meetings can you expect? What about emails, phone calls etc.? ›How does supervision take place (face-to-face, Skype, phone…)? When can you expect email reply from your supervisor? ›Are all meetings planed in advance according to your planed process or are they planed along the way when you face sudden challenges and frustrations? ›What are the basic conditions for a supervision sessions (length, roles, agenda etc.) ›How far in advance are you supposed to send texts? And are texts always accompanied by a readers guideline and questions for discussion? 38

39. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Remember that the context of writing a thesis is a PROFESSIONAL CONTEXT The relation between you and your supervisor is professional The focus of your relationship is professional The tone of voice is professional Act accordingly! Both in good times and in bad! 39

40. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION 40 Links and pieces of good advice (you’ll find the links in the pictures)

41. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Remember to… ›Keep track of your study guide and the exam description for the thesis ›Remember the deadlines ›Choose an issue that interests and inspires you – on a long-term basis ›Prioritize working on and improving your problem statement ›Align expectations with your supervisor ›Keep appointments with your supervisor, be prepared, set the agenda and be active ›Write and send drafts to your supervisor on a regular basis/as agreed upon ›Keep within your time schedule – or inform your supervisor if it isn’t possible ›Enjoy! 41

42. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Study Portal at au.dk 42 Here you find: Practical advices Registration forms FAQ Deadlines Guidelines Etc. + presentations from today

43. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Study Portal at au.dk 43

44. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION www.scribo.dk 44 (Cf. Rienicker & Stray Jørgensen 2010/2013) New and improved version has recently been launched Try it out! Including a comprehensive dictionary on the most common terms, words and aspects of writing an academic project.

45. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Study Metro at au.dk 45

46. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION Enjoy writing your thesis! Sophie Esmann Andersen sea@bcom.au.dk 46

47. Sophie Esmann Andersen: Writing your thesis Marts 2015 AARHUS UNIVERSITY BUSINESS AND SOCIAL SCIENCES CENTRE FOR CORPORATE COMMUNICATION References Andersen, H.L. & Tofteskov, J. (2008) Eksamen og eksamensformer. Betydning og bedømmelse, Frederiksberg: Samfundslitteratur. Andersson, J.E. & Hein, H.H. (2002) Ph.d.-processen, Frederiksberg: Samfundslitteratur. Kuada, J. (2012) Research Methodology, Frederiksberg: Samfundslitteratur Rienecker, L. & Stray Jørgensen, P. (2013) The good paper, Frederiksberg: Samfundslitteratur Rienecker, L. & Stray Jørgensen, P. (2010) Den gode opgave, Frederiksberg: Samfundslitteratur. Stray Jørgensen, P. & Rienecker, L. (2006) Specielt om specialer, Frederiksberg: Samfundslitteratur. 47