The focus of this dissertation is on how communication regarding work environment and work related risks can be understood from an organizational communication perspective. Based on a case study of communication about work environment and work related risks in the Swedish forest industry, the present study discusses institutional influences on organizational sense making processes. A central question has been how to understand the organizational field as a cultural and communicative arena where concepts and ideas connected with issues in the field are communicated between different actors.

The empirical data was gathered using different methods. A questionnaire aiming at screening media habits and information gathering strategies of forest machine contractors was used. Based on information from that screening, mass media content was analysed, such as daily newspapers, trade press and advertisements for forest machines. Also, interviews with actors in the field were analysed thematically with respect to how to unveil hidden key symbols and cultural valuations of forest machine work, the work environment and how to handle work related risks in forest work. The key symbols that were identified to organise conceptions about forest work and occupational risks connected with it contained information about different attitudes towards how to handle risks and other problems in the work environment. Two main types of conceptions were identified, technologically oriented conceptions and person oriented conceptions.

The analysis revealed a fragmented picture of forest work. Yet, the picture was more or less common to the organizational field as a whole. Building on institutional theory and theories of sense making, the study results in a deeper understanding of sense making in relation to work environmental issues by applying an organizational dimension to risk communication in an organizational field.