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Barn svälter och du äter brunch: – En semiotisk och retorisk analys av sex stycken välgörenhetskampanjer
Malmö University, Faculty of Culture and Society (KS), School of Arts and Communication (K3).
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Kids starve and you eat brunch : – A semiotic and rhetorical analysis of six charity campaigns (English)
Abstract [en]

Through a rhetorical and semiotic analysis of six strategically selected charity campaigns, patterns were found in the way charities packaged and conveyed messages and stories in their campaigns. The strategies that became clear were, among other things, the use of contrasting messages and the campaigns ability to elicit guilt and empathy from the recipient. Strategies that had a bearing on how the message was presented and communicated. It was also shown how the packaging of messages and stories has significance for the recipient's further reflection. And how the campaigns convey feelings like guilt and shock as a way to get on the agenda and gain publicity. The essay presents, discusses and uses the theories Agenda setting, Framing, Intertextuality, Semiotics and Rhetoric as a tool in the analysis and creation of an understanding of the framing of the campaigns.

Place, publisher, year, edition, pages
2020. , p. 35
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:mau:diva-18464OAI: oai:DiVA.org:mau-18464DiVA, id: diva2:1472857
Educational program
KS K3 Media and Communication Studies (bachelor)
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Examiners
Available from: 2020-10-05 Created: 2020-10-03 Last updated: 2025-02-07Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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