Givermentalitet - Set fra et sociologisk og diskursivt perspektiv

Louise Sascha Parum, Ninni Gustavsen, Anna Nordstrøm Thune Olsen, Signe Nielsen, Jeppe Ørum & Pernille Silke Hansen

Studenteropgave: Semesterprojekt


This paper examines whether there exists a certain give-away-mentality, and, based on a research of Red Cross’ Danish branch, it is discussed the extent to which this particular give-away-mentality is influenced by brands and social relations of charity organisations. Based on interviews of Danish citizens, a discourse psychological analysis is made to elucidate whether these discourses are influenced by the branding of Red Cross. In addition, the outcome of an interview with the brand manager of Red Cross is used to determine whether they are taking part in the same discourse as the interviewed Danish citizens. The research shows that a give-away-mentality exists. However, the research states that the mentality does not always depend on the will to support a good cause as it, furthermore, can derive from individual interests and even as a result of social norms, authorities and social arenas. Hence, the give-away-mentality is influenced by one or more elements. This research can be considered as guideline for both charity organizations and Danish citizens respectively, firstly, helping Danish citizens to understand what particular influences they need to be aware of and, secondly, helping charity organizations understand how to adapt their branding process in relation to Danish citizens.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato17 jan. 2014
VejledereKarsten Hansen Mellon


  • Røde Kors
  • Diskurs
  • Givermentalitet
  • Giver
  • Diskurspsykologi
  • Senmodernitet