The role of a nonprofit organization’s narratives in fostering social capital : a case-study of HeSeta

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http://urn.fi/URN:NBN:fi:hulib-201906132860
Title: The role of a nonprofit organization’s narratives in fostering social capital : a case-study of HeSeta
Author: Rosenkranz, Jade
Other contributor: Helsingin yliopisto, Valtiotieteellinen tiedekunta
University of Helsinki, Faculty of Social Sciences
Helsingfors universitet, Statsvetenskapliga fakulteten
Publisher: Helsingin yliopisto
Date: 2019
Language: eng
URI: http://urn.fi/URN:NBN:fi:hulib-201906132860
http://hdl.handle.net/10138/302854
Thesis level: master's thesis
Degree program: Globaalin politiikan ja kommunikaation maisteriohjelma
Master's Programme in Global Politics and Communication
Magisterprogrammet i global politik och kommunikation
Specialisation: Governance, Organizations and Communication
Governance, Organizations and Communication
Governance, Organizations and Communication
Abstract: Social capital theory highlights the value of social networks in encouraging cooperation and facilitating change. However, research within this field rarely undertakes a communicative approach to social capital, which ignores the importance of communication in supporting understanding and connections in social interactions. The narrative paradigm is one facet of communication theory but it has considerable pertinence to this research because stories both define and connect us. When narratives are experienced they provide common purpose and action. Nonprofit organizations are another crucial element to understanding the interconnection between social capital and narratives because they provide a space for individuals to build a sense of belonging and solidarity. The primary objective of this paper is to analyze how a nonprofit organization’s narratives foster social capital. This research was a case study of the nonprofit organization HeSeta based in Helsinki, Finland. The data was collected through several in-person interviews, HeSeta’s website, HeSeta’s official Facebook page, and public organizational documents. The results indicate that narratives foster social capital by establishing reasons to connect and interact, creating basic responsibilities to one another and encouraging action together. The creation of shared goals, values, obligations, expectations, and identification helps to build norms of trust, honesty, reciprocity, which establish and sustain a social network and its narratives. The study encourages the development of more critical formations of organizational narratives in nonprofit organizations’ communication to their stakeholders and community, which prioritizes social capital, to help encourage greater interaction and collective action.
Subject: social capital
nonprofit organization
narratives
communication


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