Forsvaret - På vej mod det postmoderne

Niels Asbjørn Voss, Casper Rosenbeck Joensen & Casper Raagaard

Studenteropgave: Kandidatprojekt


In this research paper, we examine the Danish Defence and how they try to initiate a shift in paradigm. The discourse of their brand seems to have a traditional understanding and therefore they’d tried to rebrand by focusing a lot more on education, personal identity, social integration and diversity. In relation to the attempt to initiate a shift in paradigm, we’ve found that the video campaigns have an immediate effect. Whether the effect is manifested in the public understanding of the Danish Defend is still uncertain. This paradigm is furthermore a way of focusing on other social groups than before. As mentioned, their focus is to reflect the development of the society. The empirical basis derives from our video analysis of three video campaigns from the Danish Defence. Furthermore, we have developed a survey which is also used as empirical data in this research paper. The last part of the empirical basis is done by an interview with a focus group.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) KandidatKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato31 maj 2017
Antal sider50
VejledereLars Brorholm


  • Paradigmeskift
  • Gendrivelse
  • Forsvaret
  • Rebranding
  • Rekrutteringsstrategi