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Vad skulle du göra?: En kvalitativ analys av UNHCR’s reklambilder i kampanjen Dilemma
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
What would you do? : A qualitative analysis of UNHCR’s promotional images in Dilemma. (English)
Abstract [en]

Thousands of families are every day forced to flee for their lives since countries like Iraq, Syria, Afghanistan and Sudan are torn apart by war. In 2015, almost 3000 people died trying to cross the Mediterranean Sea on their escape to Europe. Organisations such as the UNHCR, whose campaign is analysed in this essay, are trying to help the refugees in many different ways – but they cannot do it without our help. Therefore it is interesting to investigate how such organisations communicate with the public and what messages the public is interpreting in their communication. The aim of this study is to discover what means and in what ways the UNHCR reaches out and affects the audience with the posters in their campaign called Dilemma. Using semiotic analysis, the 4 visuals from the campaign was analysed and compared with eight semi- structured interviews that were created with the purpose of understanding the impact on the audience. The semiotic analysis was based on Roland Barthes theories of denotation and connotation and myth, but also include other authors and theories such as symbol, index and icon. With theories mainly from Lilie Chouliaraki and Gunther Kress and Theo Van Leeuwen, the theoretical frame involves everything there is to see in a picture, such as colours, the represented people, the position of the viewer, visual rhetoric and so on – all of which can help us understand the communicated visuals. The result of the study shows many, what might be seen as strategic, tricks used in the visuals. Basically everything, starting with the colours used, helps us as an audience to read the image in a certain way. Many components in the visual are aiming to show us the suffering of the refugees represented in the pictures. Although everybody interprets pictures in their own way, we found our interviews to have mainly the same answers, with the compassion being discussed mostly.

Place, publisher, year, edition, pages
2015. , 44 p.
Keyword [en]
UNHCR, refugees, dilemma, communication, campaign
Keyword [sv]
UNHCR, flyktingar, Dilemma, kommunikation, kampanj
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-116138OAI: diva2:901563
External cooperation
Educational program
Programme in Media and Communication Studies
Available from: 2016-02-09 Created: 2016-02-08 Last updated: 2016-02-09Bibliographically approved

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