”Giv vold mod kvinder det røde kort” - En kampagneanalyse

Tine Dührr, Cecilie Jeberg Kjær, Katrine Lassen Jørgensen & Dina Linea Pohl

Studenteropgave: Semesterprojekt

Abstrakt

This project investigates if the campaign “Giv vold mod kvinder det røde kort” is successful in reaching its target audience. We keep a strict focus on the campaign’s Facebook page, because of its obvious role as the primary place where the target audience will encounter the campaign. We examine the Facebook page through a discourse analysis, to get a clear sense of the difficulties with reaching the target audience. Afterwards we examine the target audience, with a focus group interview to get a better understanding about their life situations and requirements in terms of the campaign. This part of the analysis is framed by Preben Sepstrups theories about the recipient conditions and the communication process. The methodological basis, consist of social constructivism, qualitative focus group interviews and a discourse analysis made from a critical common sense understanding. After discovering that the target audience is affected poorly by the campaign, we suggest different approaches in approving the campaign that the target audience might have had a better response to.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato15 jan. 2013
VejledereHenriette Bernhoff Lungholt

Emneord

  • Preben Sepstrup
  • Fokusgruppe
  • Kampagneanalyse
  • Bachelor
  • Diskursanalyse
  • Kommunikation