Science: It’s a Girl Thing An Audience Reception Analysis

Martin Jensen, Mathias Foged, Mathias Preisler & Valeryia Hlinskaya

Studenteropgave: Semesterprojekt


There are several issues that science communicators aim to address today: Presentation of the concepts of science in popular culture and public sphere, communicating complicated scientific discoveries and facts to the public and enhancing general interest in the study and conduction of science. Relating to this issue, the problem of underrepresentation of women in science is seen to be extremely relevant, as despite the fact that there has been a significant improvement in women's rights and equality issues, many countries are faced with this problem. Even countries like Denmark, which is considered to be relatively advanced in terms of gender equality, have to deal with the fact that the female representation in high and permanent employments within the science sphere is below the European average. To combat the problem, the European Commision launched a campaign named “Science: It’s a Girl Thing” aimed at persuading girls to attend scientific educations and careers. This project examines the effects of this campaign by doing a qualitative interpretation of the responses of two focus groups within the target group’s range. The study utilizes a reception analysis built on a multidimensional model of communication, and concludes that the campaign’s intended objective to a large degree would be considered potentially effective in implementing a message that would lead to a change in perception, in spite of some aspects of the campaign being counterproductive.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato14 dec. 2015
VejledereHenriette Bernhoff Lungholt


  • Science
  • Girls
  • Reception analysis