This project is based on a co-operation with the Danish National Organization for Gays and Lesbians (LBL). We wish to extract a set of values, which can help LBL to optimize the relationship with the members of the organizations. LBL experience that one third of their members are replaced every time memberships are renewed. This means that for some reason members tend not to wish to stay with the organization. To frame the set of values we use the terms ‘identity’ and ‘image’, based on the definitions of public relations theorist Majken Schultz. Additionally this project is based on two theories of science, social constructionism and phenomenology, as well as professor of communications Brenda Dervin’s dialogic approach to communications
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