Media in enhancing physical activities : the case study "Dynamic Duo"

2012

This Master’s Thesis deals with the potentials of media in enhancing physical activities in the Western postmodern society in the light of a case study Dynamic Duo. Dynamic Duo was a media related campaign in the Finnish national broadcasting company YLE that was targeted in enhancing people’s physical activity. The aim of the thesis is to study in which ways the Dynamic Duo campaign possesses capacity in activating people and, what are the reasons of the participants to take part in the Dynamic Duo campaign. In addition, this thesis investigates what reasons there are in organising campaigns that utilise media in order to increase physical activity. The research data was collected from the…