This paper focuses on the Danish national football team, Landsholdet, and its 2014 shift in strategy named ”a part of something bigger”. In coherence with this, we have found great curiosity in Hummel’s recent sportswear release for Landsholdet. Our interest is rooted in the fact, that Hummel embeds various Danish national symbols throughout the sportwear, such as Holger Danske, a Danish national hero from the middle ages, runes and the viking armor. Seen in the light of the social constructive approach, we study Landsholdet’s overall narrative, presented not only by the organization itself and Hummel, but also by Kanal 5, who has the rights to show all matches played by Landsholdet. On the basis of Landsholdet’s Facebook site, Hummel’s release video and three videos, two presented by Landsholdet on its Facebook site and the third presented by Kanal 5, we have conducted a reception analyzation, based on two semi structured focus group interviews. In order to decode the recipients’ thoughts on the narratives presented, we have used the multidimensional model created by Kim Schrøder. Our curiosity has also been to question the effect it has on Landsholdet’s overall narrative, that there are multiple stakeholders leading the communication related to Landsholdet and its core story. In order to reveal the successes and challenges within this question, we have applied various theories on narratives, the main theory being transmedia storytelling, in which we study Landsholdet’s usage of multiple media platforms. Our main findings are, that Landsholdet’s use of transmedia storytelling is only to some extent successful. Our findings also show, that our recipients find it difficult to make an overall link between the narratives told, since they find them incoherent or even contradicting. The underlying intentions of embedding Danish national symbols in the sportswear is understood by the recipients, however they do not reflect positively towards this approach, since they find it exclusionary and anti-global.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||18 dec. 2016|
|Vejledere||Nicolaas T.O. Mouton|
- Transmedia storytelling