Making sense of the Inger Støjberg ad

Aksel Leth, Zachary Dyrbye, Marina Ferrer & Sara Rodero

Studenteropgave: Semesterprojekt


The following is a study of how Danes make sense of two posters. The first poster was created by the Danish ministry of integration and is an informational poster, telling refugees how the new Danish government has tightened regulations to keep asylum seekers from coming to Denmark. This poster reached international media, causing controversy and potentially harming the Danish nation brand. We have therefore attempted to create an alternative poster, to see if we could communicate the same message and at the same time avoid damaging the Danish nation brand. Through a focus group, followed by an analysis, using Kim Schrøders ‘multidimensional model of mass media reception’, we see that the informants have a much more positive reaction to our alternative poster, than they did to the ministry poster. Therefore, our conclusion is that the alternative poster would have meant less damage to the nation brand of Denmark, because it is less aggressive, more informational and neutral to a certain extent.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato10 dec. 2015
VejledereHans Christian Asmussen


  • Kim Schrøder
  • nation brand
  • reception researh
  • sense-making
  • Inger Støjberg
  • focus group
  • Asylum seeker
  • Denmark
  • Refugee
  • multidimensional model