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A Gameful Change: How Gamification Can Be Used as a Communication Tool in Change Management
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Nowadays organisations have to relate and adapt to a more digital reality, however, approximately

70 % of all digital transformation projects fail.

Gamification is constructed by applying game elements to non-game context, in order to

create motivational affordance that signals gamefulness. Game elements can be components,

mechanics, dynamics and emotion, i.e., visual elements and behind the scenes rules and structures.

The aim of this master’s thesis is to explore how gamification, from a strategic communication

perspective, can be used within organisations to support change processes linked to

digitalisation and IT-systems use.

To understand how gamification can be used in a change process, change communication,

sensemaking, and human psychology theories are combined in an interdisciplinary theoretical

framework.

To explore the research question a qualitative approach has been chosen. The empirical data

has been gathered through semi structured interviews with gamification experts and representatives

from two case organisations.

The results show that gamification can be used as a strategic communication tool in a

change process by involving the employee in an ongoing dialog based on interaction, that

helps them understand, accept and contribute to the intended transformation. By having an

enabling and enhancing effect, gamification makes the employee’s use of digital tools more

enjoyable and stimulating, and thereby supports a sociotechnical change process.

The conclusion implies that gamification can be used to engage and motivate employees in

a new way, that makes their roles and responsibilities more fun and interesting. Something

that is becoming increasingly important to organisations in the struggle to attract and retain

young professionals. Gamification can help organisations adapt to a more digitalised way of

operation that includes the employees in an ongoing interaction, adapted to their needs and

drivers.

Keywords: gamification, gameful, gamefulness, digital transformation, change management,

communication, sensemaking. motivation, engagement.

Place, publisher, year, edition, pages
2017.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-393364OAI: oai:DiVA.org:uu-393364DiVA, id: diva2:1352853
Educational program
Master Programme in Management, Communication and IT
Available from: 2019-09-20 Created: 2019-09-20 Last updated: 2019-09-20Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf