Glokala kampanjer mot fattigdom : Kommunikationsstrategier bakom statliga Världens Chans och ideella Utrota Fattigdomen Nu

• Main Author: Åhrgren, Johan
• Format: Others
• Language: Swedish
• Published: Uppsala universitet, Medier och kommunikation 2006
• Subjects: Communication strategies; campaigns; poverty; millennium goals; millennium campaign.; Media and communication studies; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7504

Purpose/Aim: The purpose is to describe, analyze and compare the two communication campaigns Världens Chans and Utrota Fattigdomen Nu, and discuss how and to what extent communication campaigns in Sweden can be used to reduce global poverty. The theoretical framework is mainly based on communications strategies and other relevant aspects of the planning process of campaigns. Material/Method: Within the qualitative case study as an overall method, the main material to the two cases is obtained through five qualitative interviews with the premier representatives of the campaigns. Main results: Världens Chans can be seen as an information campaign by the government which purpose is to contribute to the fulfilment of the millennium goals by drawing the attention of the public to their existence. Utrota Fattigdomen Nu, on the other hand, is an influence campaign by the civil society which purpose is to exterminate poverty by putting a pressure on power holders and to change the attitudes and the behaviours among the public. Both campaigns are based on a network with lots of different actors, functioning as opinion makers. Furthermore, communication campaigns are important tools in the fight against poverty.