This study examines the spread of personalized content on the internet, and how to create awareness about it, through an information campaign. In the study we see that the amount of personalized content is increasing. According to critics this is problematic in proportion to the democracy but studies shows that this is not the case today. Even though, the development might become dangerous for the democracy in the future. In addition we have experienced that the wider public is not aware of the effects caused by personalization. These findings form the basis of a campaign strategy based on Preben Sepstrups theory of general and targeted communication. Based on the campaign strategy, viral marketing theory and an analysis of popular viral videos, a narrative to a viral video has been developed. The narrative went through several iterations until a desired result was achieved.
|Uddannelser||Basis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||15 jan. 2013|
- Målrettet kommunikation
- Personaliseret indhold