Realdanias Onlinekommunikation

Hjalte Frisk

Student thesis: Termpaper


This report will discuss communication theories concerning how the Internet era has challenged and changed the way people communicate. By introducing relevant arguments from Kraft and Partners Foundation Analysis 2012, I will argue why Realdania should innovate their online communication. Kraft and Partners Foundation Analysis 2012 is made to strengthen Danish foundations with data, analysis, knowledge and experience for their future work. By using ethnographic methods, I will make an target audience analysis of a group of skateboarders. I see a possibility for Realdania to involve the skateboarders and their use of photo and video material to promote Realdania and Realdania's development projects around Denmark. I argue that Realdania can use ethnographic methods to “start the conversation” with their users as Kraft and Partners recommend them. Using analytical points from Jan Krag Jacobsen I will develop an online communication strategy to show how Realdania could implement some of the recommendations shown through the Foundation Analysis 2012. In the end I will discuss opportunities and threats by introducing online communication for an organisation like Realdania.

EducationsCommunication Studies, (Bachelor/Graduate Programme) Undergraduate or graduate
Publication date1 Jun 2014
SupervisorsNorbert Wildermuth