The following project examines the possibility of a non-alcoholic bar in Copenhagen. The bar is based on the idea, that young people can find pleasure going out without the physical reaction of alcohol. Two focus group interviews have tested this idea with the aim of investigating the current nightlife of young people in Copenhagen, and find a potential need for a non-alcoholic bar. This need will establish the foundation of a clearly defined target group by using tribe theory, which is beneficial when trying to understand how people are linked in groups. It was clear from the two interviews that going out in Copenhagen were clearly dominated by some implicit rules and expectations to one another. Some people could not imagine a party without alcohol, while others chose simply not to drink. Further, some expressed that they were found boring when not drinking, and that the impact of alcohol was too significant when going out. The focus groups have identified a need for a non-alcohol bar in Copenhagen, and therefore the project suggest how to offer a communication strategy in order to reach this audience. Two media sources are relevant here. Firstly the mass media will be helpful spreading the word of the bar. This could involve large TV stations and newspapers. Second, more informal communication will take place through the means of facebook and blogs. The combination of these two forms of media will ensure interpersonal communications in which people will be convinced to visit the bar.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||30 maj 2013|
|Vejledere||Tine Mark Jensen|
- Alkoholfri bar, Kommunikation, Kommunikationsstrategi, Tribe-teori, Målgruppeundersøgelse