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From Hofors with love: En intervjustudie av en välgörenhetskampanj
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
From Hofors with love : An interview study of a charity campaign (English)
Abstract [sv]

Syftet med studien är att ge insikt i om och hur lokala kampanjer kan användas för att öka framgången hos större välgörenhetskampanjer. Metoden som använts för att undersöka detta är en serie av intervjuer med personer som besitter insikter i hur kampanjen gick till och mottogs. Teorierna som använts är teorier kring kampanjande, tvåstegshypotesen samt dagordningsteorin. Resultatet visar att tvåstegshypotesen följts i kampanjen och att det varit framgångsrikt. Genom att använda sig av passande budskap och kanal har kampanjen lyckats engagera fler personer än vid tidigare Musikhjälpen-kampanjer. Slutsatsen efter denna studie är att lokala kampanjer kan användas framgångsrikt i dessa typer av kampanjer i Sverige och att valet av budskap och kanal är viktigt för kampanjens framgång. Vid framtida studier vore det intressant att undersöka välgörenhetskampanjer där de använt sig av andra typer av budskap och kanaler. Det vore även intressant att undersöka tvåstegshypotesen vid kommersiella kampanjer samt att undersöka eventuella risker vid denna typen av kampanjer.

Abstract [en]

The purpose of this study is to examine if, and how local campaigns can be used to increase the success of a bigger charity campaign. The method used to study this is a series of interviews with people with insight in the campaign. For the study interviews have been conducted with both the targeted audience and with one of the creators and head figures of the local campaign. The theories used in the study are various theories about campaigning, the two step-flow of communication and the agenda-setting theory. The result shows that local campaigns can be used successfully in bigger campaigns. By using a channel and a message well suited for the cause the campaign managed to engage people in a way that earlier campaigns failed to. The conclusion of this study is that the two-step flow of communication still is relevant in these types of campaigns in Sweden. Through the two-step flow of communication the campaigns can reach and engage people in a way that a more direct strategy cannot achieve. Future studies could examine campaigns that have used a different message and channel to achieve its goals. The usage of the two-step flow of communication in commercial campaigns would also be interesting to study in order to see potential differences between campaigns for profit versus not for profit. Something that in the future can contribute to the studies around the two-step flow of communication and charity campaigns are the potential risks it brings for the organization regarding public relations.

Place, publisher, year, edition, pages
2018. , p. 52
Keywords [en]
Campaign, Charity, Facebook, Two-step flow of Communication
Keywords [sv]
Kampanj, välgörenhet, facebook, tvåstegshypotesen, opinionsbildare, Musikhjälpen
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-38794ISRN: JU-HLK-MKA-1-20180150OAI: oai:DiVA.org:hj-38794DiVA, id: diva2:1181792
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2018-02-13 Created: 2018-02-09 Last updated: 2018-02-13Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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