The purpose of this project is to carry out a study of how 20-28-year-old men and women regard politics as a practice, and what importance it has to communicate the message of the party “Alternativet” strategically when it comes to sustainable entrepeneurship. The project is based on an analysis of two qualitative focus group interviews. In our analysis we have, initially, used practice theory on a chapter from The Site of the Social by Theodore Schatzkis, and Toward a theory of social practices by Andreas Reckwitz. Furthermore we have used Kim Schrøders multidimensional model for qualitative reception analysis. Concerning practice theory we have chosen two theorists in order to get a wider perspective on the theory. This has contributed to an understanding of the participants of the interview as regards attitudes, feelings and social act in relation to politics. At that the reception analysis focuses even more on the way the participants receive and understand political campaigns in general. In the light of the analysis we can conclude that our target group feels that politics is about arrogating yourself and not necessarily about leading Denmark towards better times. Therefore the motivation of the informants, when it comes to receiving political messages, is low, and this is of great importance to the way they receive political communication. Consequently the political key issue of Alternativet, sustainable entrepreneurship, ought to break with the traditional approach and stand out creatively from the crowd and the campaigns of other political parties. According to the informants Alternativet should focus entirely on it’s own politics. Finally the campaign must be simple and catchy.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||1 jun. 2015|
|Vejledere||Tine Mark Jensen|