Resumé The aim of this thesis is to deepen the existing knowledge on how the famous Danish author Karen Blixen alias Isak Dinesen developed her strategic communicative efforts. Blixen is known for her Seven Gothic Tales and her memoires Out of Africa. There has been a remarkable tendency in the existing research to ignore the fact, that Blixen, who grew up in a wealthy, globalized and highly educated environment, worked very persistently and determinedly to brand her books and herself. Based on Grethe Rostbøll and Moa Matthis prior research into the marketization of Blixens literature, the thesis systematically compares the efforts of Karen Blixen and modern branding and personal branding theory. This line of analysis is further enhanced with theories with theory from strategic ambiguity, pragmatics, genre and network theory. Including researchers such as Eric Eisenberg, Carolyn Miller, Claus Buhl, Philip Kotler, Tom Peters, Erving Goffman, Lionel Wee & Ann Brooks, Purkiss & Royston-Lee, Stanley Milgram, Mark Granovetter among other. As a consequence of the meager academic interest in the subject, the thesis has an exploratory approach and looks at – how Karen Blixen used her skills and fame to overrule the marketing departements of her publishers and create a unique blend of branding strategies. It has been the aim of the author to develop a broad presentation of theories, that can be selected for a forthcoming deeper and more defined study. The empirical basis of the studies consists of several memoires written by her followers, typically highly educated scholars. The thesis also draws on Blixens own letters and authoritative biographies such as Judith Thurmans “Isak Dinesen, The Life of a Storyteller.” This study shows that is relevant to compare the strategic communicative efforts of Karen Blixen with practical theories as we know them from branding and personal branding. It is also discussed how Blixen on the one hand was very successful with almost all her communicative efforts. But on the other hand, her great personal costs by the commodification of her books and own person is also discussed.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||10 aug. 2015|
- strategic ambiguity
- personal branding