Flinkhed, facebook og forandringskommunikation

Nadja Grønbjerg Vrå, Ole Drost Laursen & Durita Dybczak

Studenteropgave: Speciale


This thesis examines the communication change potential of the Danish facebook site Fucking Flink (Fucking Friendly) from a social constructionist point of view. The facebook site is an extension of the campaign, Fucking Flink, whose aim is to inspire all Danes to become friendlier. Of all its means of communication Fucking Flink is primarily represented on facebook where most of its on- and offline initiatives are gathered. One of the central elements of the site is the posting of small stories centering on experiences of received and practiced friendliness submitted to Fucking Flink by users of the site. Our research is based on two focus group interviews consisting of respectively facebook users who have liked Fucking Flink’s facebook site and facebook users who haven’t, all of whom we have introduced to specifically selected material from the facebook site. By usage of Norman Fairclough’s critical discourse analysis, we analyze our participants’ usage of intertextuality, modality and choice of words in their articulations of how they construe Fucking Flink’s campaign. By the same approach we analyze Fucking Flink’s definition of its campaign including what it means to be fucking friendly as opposed to being friendly. By comparing our analytical findings from our focus groups and selected material from the facebook site a certain degree of ambivalence seems to be predominating. Although the two focus groups differ considerably in their estimates of the necessity of a campaign preaching on the values of being friendly, they agree that the facebook site appears unclear in its overall message and poorly organized. Furthermore we apply different kinds of communication change theories in order to analyze the implication of Fucking Flink’s usage of facebook. In our conclusion we find that Fucking Flink alienates potential likers of its campaign both because of the usage of fucking in the title and because of a of lack of clarity on the facebook site, including how to construe the meaning potential of fucking friendly, which seems to be rather confusing for the potential user. More often than not the word, fucking, seems to be construed as an abuse, which are why we question Fucking Flink’s communication change potential in terms of attracting a whole country representing all ages instead of focusing on a more specifically defined audience.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato10 jul. 2014
VejledereLisbeth Frølunde


  • Flinkhed
  • Kritisk Diskursanalyse
  • Facebook
  • Forandringskommunikation