Public communication campaigns as mundane category

Pernille Almlund, Nina Blom Andersen, Bente Halkier, Kim Christian Schrøder

Research output: Contribution to journalJournal articleResearchpeer-review


This article examines the public connection and understanding of public communication campaigns. Public communication campaigns are widespread, but the audience dimension of the campaign category itself is still a blind spot in research. Drawing on focus group interviews and a survey among Danish citizens, the article shows that public campaigns are recognized as a mundane communicative category. Moreover, drawing on theories of public connection and governmentality, we show how citizens receive and resist, accept and negotiate public campaigns.
Original languageEnglish
Issue number68
Pages (from-to)66-87
Number of pages22
Publication statusPublished - 2 Oct 2020

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