"Signe og den væltede mand" - En receptionsanalyse af videoen for Alzheimerforeningen

Karen-Elisabeth Gadtoft, Maja Strøm Jensen, Franziska Weiss Lauritzen & Nanna Kirstein Neumann

Studenteropgave: Fagmodulprojekt


This paper investigates how young women at the age 20 to 25 years perceive the disease dementia based on a video made by the Alzheimer's Association. The video is developed to the social media Facebook, and the purpose of the video is to make the audience sign up as a "Demensven”. The paper investigates if the video can make young women commit to dementia more than they did before watching it. Simultaneously the paper focuses on the three theorists Henrik Dahl, Henry Jenkins and Stuart Hall, as they all share a common understanding of the recipient's relevance in a successful media product. Furthermore, the paper is based on the semi-structured interview with four women from the selected audience as informants. The purpose of the interview is to gain an insight to the women's understanding of the video and its relevance to their everyday lives. At the same time the interview aims to investigate whether the informants want to spread the message of the video or not. The study concludes that the video itself is not enough to change a hole perspective on dementia. The four women’s personal perceive of the world is in fact more relevant than expected. For those who was already familiar with the disease, the message was easier to accept, because dementia was already a part of their consciousness. The paper too concludes that Facebook was in fact not the right media for the audience, to communicate a heavy message like the video's.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato17 dec. 2018
Antal sider39
VejledereKim Sandholdt


  • Receptionsanalyse
  • Kampagne
  • Video
  • Alzheimerforeningen