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Att tala eller inte tala: En kvalitativ innehållsanalys om hur kommunikativa strategier nyttjas i Djurens Rätt och Barncancerfondens kampanjfilmer
Umeå University, Faculty of Arts, Department of culture and media studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesisAlternative title
To speak or not to speak. A qualitative content analysis on how communicative strategies are used in Animal Rights and the Children's Cancer Foundation's campaign films (English)
Abstract [en]

The purpose of this thesis is to study how two charity organisations, the Animal Rights and The Childrens Cancer Fond communicate in their campaign films "Löften" and "Stöd kampen mot barncancer". The questions asked in the survey were how the organisations communicate and how they apply communicative strategies in the campaign. The method used in this was multimodal discourse analysis together with semiotic and rhetorical tools to be able to answer the study's questions. The theoretical starting points that lay as a support for the work was a communication, rhetoric, agenda setting and framing. The result showed that the campaign films Löften and Stöd kampen mot barncancer both use communication strategies through an emotional approach. The difference that was acknowledged where that Löften was more informative than Stöd kampen mot barncancer who instead focused more on the emotional approach. 

Place, publisher, year, edition, pages
2019. , p. 40
Keywords [en]
Djurens Rätt, Barncancerfonden, content analysis, Semiotic, rhetoric, campaign, communication, agenda setting, framing.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-166103OAI: oai:DiVA.org:umu-166103DiVA, id: diva2:1377265
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2019-12-11 Created: 2019-12-11 Last updated: 2019-12-11Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf