Politik og populærkultur: Hvilken betydning har brugen af populærkulturelle referencer for målgruppens receptionen af vores kampagneprodukter, og hvordan kan dette bruges til at skabe fokus på den diskriminerende tone i debatten?

Sille Westphal Rasmussen, Cirkeline Jungsberg Arnvig, Ida Selvejer Faaborg & Trond-Martin Kvalheim Hauge

Student thesis: Subject Module Project


This paper examines, how popular culture can be used in a political campaign as a strategy to engage the target group of young people at the age of 15 to 19. The campaign products, which are produced by us, focuses on how some politicians speak disparagingly about people with another ethnicity than Danish. Empirical data has been collected through one survey and two focus group interviews with the target group. We have used theories by Stuart Hall, Joke Hermes and Liesbet Van Zoonen to shed light on, how symbols from popular culture can be used as a way of creating identification with political subjects. Furthermore we used theories about reception analysis to find out, how the target group understand and interpret our campaign. Based on our analysis of our data we find that our campaign addresses the target group successfully by using words from popular culture. The use of words from popular culture do not only put the original statement into perspective, it also manages to create an identification and a motivation. It creates a connection between the target group and politics.
It is difficult to measure if the campaign will lead to a behaviour change, even though the results from our data were positive.

EducationsCommunication, (Bachelor/Graduate Programme) Bachelor
Publication date16 Dec 2016
Number of pages30
SupervisorsYngve Harbøll Søndergaard Jensen