Initially, a proposed campaign and an accompanying campaign folder were created. These were tested on the determined target audience consisting of communication students at Roskilde University and Copenhagen University through first conducting a preliminary survey and afterwards conducting in-depth reception interviews. The sample of interview subjects consisted of three communication students from Roskilde University and Copenhagen University, deemed to be representative of the target population. Based on the findings of this investigation, empirical discussion and communication theory, revisions to the campaign, intended to improve the effect on the target audience, are discussed. Furthermore, the question of whether this topic is a communication problem that can be solved using strategic communication will be discussed.
The study concludes that it is in part a communication problem, as the students are unaware of their rights, despite the topic being an information needs for them, which our research has shown.
However, there are circumstances such as agreements that strategic communication cannot necessarily solve.
The study concludes that the issue of student rights are within the students’ horizon of relevancy, cf. Alfred Schutz’s theories on life worlds, and that the proposed campaign folder is successful in its strategic communication by catering to the information needs of the target audience. The campaign folder was initially not successful in communicating the senders, DJ, KSR and KSR, in a way that was found relevant by the audience, and this aspect of the folder is therefore revised in the conclusion.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||30 maj 2017|
|Vejledere||Nalle Peter Ben Kirkvåg|
- strategisk kommunikation
- roskilde universitet
- københavns universitet
- dansk journalistforbund