This thesis investigates whether the interplay between Red Cross Youth’s recruitment communication and their volunteers’ sense-making of the communication leads to motivation for the volunteers. The motivations the volunteers had when choosing to volunteer for Red Cross Youth are analysed to figure out whether there is an interplay. Subsequently, the recruitment communication mediated by Red Cross Youth on Facebook and how it matches the motivations that the volunteers had is examined. Drawing on those findings, the way Red Cross Youth could adapt their future communication to become more motivational for possible volunteers is discussed.
The analysis is based on qualitative interviews with volunteers and a representative of the Red Cross Youth’s communication department. The theoretical framework is Sense-Making methodology developed by Brenda Dervin. This methodology relies on a metaphor in which a person is moving through time and space, encountering gaps along the way when their sense runs out, and needs to make sense in order to bridge those gaps and move forward. In this thesis, the Sense-Making methodology is used to understand the roads the informants passed through, which gaps they faced in their lives and how they made sense so that volunteering became the answer to their gaps.
The analysis finds three major motivational factors to becoming a volunteer, which firstly is doing something for others, secondly doing something for oneself and thirdly improving one’s work resume. Few of the informants had seen recruitment communication from Red Cross Youth prior to becoming a volunteer. Most had instead either been encouraged face-to-face to become a volunteer or inspired by seeing other volunteers. Therefore, not a lot of interplay between communication and motivations were found. When presented with examples, the volunteers were motivated by communication showing happy faces, informing them how and with what they could help others and in what way volunteering could benefit themselves. The thesis argues that a possibility for Red Cross Youth to improve their communication for it to be more motivating for potential volunteers, would be to focus on interpersonal communication strategies.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||31 maj 2018|
- Brenda Dervin
- Interpersonel kommunikation
- Sociale Medier
- Frivilligt arbejde
- Frivillig job
- Sense-Making Metodologi