Abstract This project examines how to create awareness about recycling through a viral video. The target group is people aged between 20 and 25 who live in Copenhagen and who can relate to the aspect of trash recycling. The project investigates which elements and themes that are necessary for the communication planner to approach, when making a viral video that focuses on spreading a message. The investigation is based on Bente Halkier’s theory on focus group interviews. The results of the focus group is analyzed with Kim Schrøder’s reception analysis theory. When communicating with the target group one has to consider whether the sender and message should be explicitly or implicitly displayed. We experienced that a message that only appears implicitly might result in undesirable interpretations of the message. Therefore it is far more desirable if the message is more explicit. The project discovered that humour can be a powerful tool. But if one does not use it with caution, the humour might undermine the communication message and draw attention away from it. A pseudo communicator such as a celebrity also has some advantages, as it creates a common frame of reference for people watching the video. While the use of all of these elements might be useful when making a viral video, they do not make up a universal recipe for success, but stands as elements that the communication planner has to consider, when making a viral video.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||23 jan. 2014|
|Vejledere||Henriette Bernhoff Lungholt|