What Olena says about the Master's in Strategic Communication

Olena from Ukraine

Why did you choose to study the Master’s programme in Strategic Communication at Lund University?

"When I was applying for studies in Sweden, I already had a Bachelor’s degree in journalism and had worked in the field as a journalist for a couple of years. At that moment, I was willing to continue studying communication but I did not want it to be limited to mass media only. I was interested in subjects such as information warfare, political branding and public diplomacy. Therefore, I was searching for a programme which would provide me with a variety of perspectives on social communication. So, when I came across the syllabus of the Master’s programme in Strategic Communication at Lund University, I realised it would be a perfect target for my application. The opportunity to apply for an internship course in the third semester also seemed like an amazing bonus."

What is the best part of this programme and why?

"There are quite a few. Firstly, at Lund University democracy leads learning. We are allowed to disagree and challenge the views of others. This culture helps to ensure a mutually beneficial relationship between the class and the teacher, which, in turn, results in the mutual development of both.

Secondly, the university staff are extremely friendly and always try to be helpful. I never feel lost although this is my first experience of living and studying in a foreign country.

Thirdly, we are provided with an almost unlimited access to various learning resources, ranging from literature to software.

Fourthly, we are an international classroom where everyone is unique in terms of prior experiences, both personal and professional. By bringing these backgrounds to the table and keeping our eyes and ears open, we get rid of constraining stereotypes and broaden our horizons on a number of matters every day.

Finally, I got to study crisis communication as part of the Master’s programme in Strategic Communication in times of one of the largest world crises – the Covid-19 outbreak. As much as I would like for it to never have happened in our lives, I am glad to embrace the opportunity to develop skills that are incredibly relevant for the modern job market."

In what way have your studies changed how you look upon communication?

"I have realised that communication is not a simple one-way phenomenon. In the modern frenetic world, every communication process involves multiple interactions between those who send the message and those who receive it as well as among the recipients themselves. Therefore, there is no way one can pick and efficiently apply a universal formula to gain and keep the attention and sympathy of the public.

Prior to this master’s, my understanding of communication was largely about sharing information with an abstract listener from nowhere. Now, instead, I believe that, whether we speak of a journal article or a governmental crisis campaign, communication is always a strategic process which requires thorough and continuous research on the key stakeholders and their constantly changing goals, needs, and interests." 

What are your future dreams? 

"My short-term dream is to meet my family and play with my little brother when the pandemic is over and the borders are opened. My mid-term dream is to travel to Japan and climb mount Fuji. My long-term dream is to finish my studies at the University, learn Swedish and become a news anchor on Swedish television."

What is it like to live and study in Sweden?

"To put it briefly, I have always wanted to live by the sea – I now live in Helsingborg and can enjoy the ocean view out of my window every day. I also do my best to reconcile studying and getting to know the country better. I have travelled all around the Skåne region, with Kullaberg’s cliffs and caves being my favourite destinations, and tried all Swedish pastries, with lussekatter being my favourite delicacy. To me the core principles of humanity are equality and freedom, something Sweden encapsulates perfectly. Thus, Sweden has won my heart forever."