This project concerns the declining participation by first time voters in Danish municipal- and regional elections. The declining participation negatively affects the legitimacy of the Danish democracy and its function, which is why we in this project have chosen to design a campaign whose purpose is to change the voter turnout among first time voters at future municipal- and regional elections. The study contains social-network theories, studies of the youth’s general use of media, as well as an analysis of the campaigns used in this year’s election. Thereafter, the project focuses on first time voters’ views on these campaigns by way of focus group interviews which we carried out with students in Roskilde. In addition to this, we use the theory of the 'Two step flow of communication' conceived by Elihu Katz and Paul Lazarsfeld during the American presidential election in 1940. The 'Two step flow of communication' theory claims that there in every network is an opinion leader who influences their network in making decisions. Our selection of theories and our study of the youth’s media use together harmonize greatly with our findings from the focus group interviews. When we combine our social-network theories, the campaign analysis, our empirical data from our focus group interviews and the theory of the ‘Two step flow of communication', we get a solid foundation on which to design our own campaign.
|Uddannelser||Basis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||19 dec. 2013|