Cool Uden Røg

Maiken Hollænder Larsen, Nikoline Juul Pedersen & Sif Alberte Andersen

Studenteropgave: Semesterprojekt


This project sets out to investigate the reception of a media text by a specific audience. Particularly, how a predetermined target group, children attending 7th to 9th grade in a Danish elementary school, understand the campaign “Cool Uden Røg”, launched by Kræftens Bekæmpelse. In order to do so, a group interview with said target group, four students aged 13-15, was conducted. The empirical data gathered through the interview was then analysed using Kim Schrøder’s multidimensional reception model, in order to achieve a higher level of understanding of the students way of perceiving the visual and contextual elements of the campaign. A chronological introduction of reception theory has therefore been made and the emphasis throughout the project has been put on the much more modern perception of the theoretical framework presented by Schrøder. In Schrøder’s paper Making Sense of Audience Discourses from 2000, Stuart Hall’s presentation of the encoding and decoding process is critically received and re-evaluated and a much more prominent focus is put on the decoding process of audience reception. Taking point of departure in this approach to the theoretical realm of audience reception, a set of questions was put together in order to get the best possible understanding of the four students experience of the campaign. The project furthermore contains a discussion of sense making and the way in which it has played a part in the analysis. Lastly, the project concludes that the participants all come to a similar understanding, yet by different means as a result of their sense-making. In its nature, the project is rather modest and limited since it is surrounding its focus on a small qualitative research.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato21 jun. 2016
VejledereHenrik Juel


  • Joey Moe
  • Focus Group
  • Sense-making
  • Medina
  • Audience Reception
  • Schrøder
  • Reception Theory
  • Stuart Hall
  • Brenda Dervin
  • Cool Uden Røg