Plug Off: Target Group Perception

Allan Kortbaek, Nathalie Neubauer & Barbara Carreras

Studenteropgave: Semesterprojekt


This project is a study of how a sample of defined target group of a campaign, build meaning through their introduction to such a campaign. With ethno-methodology as a focal point within the overlying context of discourse psychology and more importantly, social constructivism, the aim is to analyze how a defined target group make sense of a proto awareness raising campaign. Proto in this case denotes a planned communication effort in the form of a campaign encouraging responsible use of wireless mobile communication devices. Plans for the campaign, entitled PLUG OFF! were drafted but the campaign itself has yet to be actualized. Hence, this project constitutes an evaluation of the circumstances under which such a campaign could be actualized, through a critical examination of a sample the target group, their use of wireless mobile devices and their responsiveness to such a campaign. The manner though which they construct meaning and identities through their discourse in the staged setting of a focus group is crucial for this project. In keeping with learning, objectives product testing and target group analysis have been undertaken.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato13 dec. 2012
VejledereAnnette Ryhed


  • plug off, tech break, genereation y, creation of meaning, discourse psychology, socialconstructivism,