A non smoking generation i sociala medier: En semiotisk analys av hur en anti-tobakstiftelse skapar opinion bland ungdomar
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A non smoking generation in social media : A semiotic analysis of how a anti-tobacco organisationen strive for opinionmaking among youths (English)
Title: ”A non smoking generation in social media – a semiotic analysis of how a anti-tobacco organisation strive for opinionmaking among youths”A non smoking generation is a swedish organisation that was founded 1979, with a purpose to the create a fashion in being ”a non smoker” among youths. In their launching campaigns they became well known for using popular swedish sportathletes and musicians of that time. Since then they have created severeal more strategies for creating a non smoking generation. The purpose of this study was to investigate how a anti-tobacco organisation like A non smoking generation tries to prevent adolecents from using tobacco in their campaigns on social media platforms like Twitter and Facebook. The theory that laid the foundation of the study was the process for how to create a community campaign with the purpose to make health commuication. Theories related to opinionmaking like framing, push and pull, viral spin, and health communication through social media were also used to answer the purpose. This study consists of three issues: How does A non smoking generation use sociala media in their opinion making? With what strategies do they strive to create opinion making? How important is a persons background for understanding the campaigns message?The methods that were used in this study was semiotic analysis in combination with a analysis with the chosen theories. The material in this study is solely digital pictures from two of the organisations campaigns launched in 2012.The results of this study analysis showed that A non smoking generation are using both humor and terror in their aim to create opinion. They are also using well known references from popular culture to get peoples attention. Social media is used as a tool in hoping to create a viral spin.
Keywords: A non smoking generation, opinionmaking, health communication, semiotic analysis, social media, framing, push and pull
Place, publisher, year, edition, pages
2013. , 34 p.
A non smoking generation, opinionmaking, health communication, semiotic analysis, social media, framing, push and pull
A non smoking generation, opinionsbildning, hälsokommunikation, semiotisk analys, sociala medier, framing, push and pull
Social Sciences Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-67925OAI: oai:DiVA.org:umu-67925DiVA: diva2:614979
Programme in Media and Communication Studies: Strategic Communication
UppsokSocial and Behavioural Science, Law
Lundgren, Lena, doktorand