Managing Expectations, Demands and Myths: Swedish Study Associations Caught Between Civil Society, the State and the Market

Several challenges, external and internal, to the identity and position of civil society organizations exist today. Organizations
may be tempted or coerced into closer cooperation with the state. There are also incentives to become more market oriented.
This article deals with such struggles in Swedish study associations and how these organizations attempt to gain legitimacy.
The tradition of the organization is an important legitimating aspect and so is efficiency. These two aspects can complement
each other but may also collide. The article demonstrates how civil society organizations handle an influx of market logics
and trends of professionalization when these clash with a civil society identity. The findings indicate that different isomorphic
processes are at work. Cultural resources are used to handle conflicting myths, leading to varied discursive strategies and
incidences of decoupling.