AbstractsCommunication

''Kys Fordomme Farvel'' - a project analyzing an anti-stigma campaign

by Mads Christian Skipper




Institution: Roskilde University
Department:
Year: 2014
Keywords: HIV; shcrøder; windahl; jakobson; communication; textual; poster; print-media
Record ID: 1120607
Full text PDF: http://rudar.ruc.dk/handle/1800/16891


Abstract

This study investigates, first through a textual analysis, how the campaign ‘’Kys Fordommene Farvel’’ by AIDS-fondet is constructed, in relation to Henrik Juel’s 6 communicative functions. This campaign seeks to diminish the stigma and prejudice against HIV that many people experience in their life both as a HIV positive and negative person. We chose to work with only two posters, and not the whole campaign. These 6 functions will help create an understanding of how AIDS-fondet is trying to persuade an audience and what the message of this particular campaign is, but it will also cast some light over the thoughts and ideas behind the campaign. The project will also be focused on two different focus group interviews, one consisting of only females and one consisting of only males. We will examine whether or not the informants understand the message of the two chosen posters as it is intended, but also if the posters would in any way change their everyday behavior. First we did a segmentation of the informants in the two focus groups in relation to Windahl’s theory of segmentation, and secondly we did a reception analysis as presented by Schrøder. We used Windahl to gain a broader understanding of why the focus groups reacted as they did, based on demographics, belief and media use. Schrøder’s reception theory helped us investigate how the target groups perceived the posters, but also if there would be any behavioral change after the exposure of the posters. Behavioral change can also be very difficult to detect, as we were limited to only focus group interviews. The questions is, is it possible to change people’s attitude towards HIV or are these stigmas so deeply rooted in people that it seems almost impossible for the campaign to succeed?