Når jula blir vanskelig. En retorisk multimodal tekstanalyse av to julekampanjer innen humanitær kommunikasjon

2021

Master´s thesis in Social Communication (KOM501) This thesis project is a rhetorical multimodal analysis of two humanitarian organizations campaigns during Christmastime. The campaigns are produced for two Norwegian humanitarian organizations:Redd Barna and Kirkens Bymisjon. My mission with this thesis is to investigatewhich rhetorical and multimodal strategiesthe two campaigns use, to reach out to their audience. This fall campaign “Piken med svovelstikkene” aired on Norwegian television and it instantly moved me. I wanted to figure out whythese kinds of campaignsgain success, when they mustplay byother premises than commercial marketing. Bothtries to sell a message,butcommercial marketing…