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

Abstract

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 gives somethingbackto the consumers in form of a product or a service. Humanitarian communication must count on peoples will and joy of giving, to achieve their purpose of their campaigns, to raise money and/or voluntariness to a good cause. This is what my thesis is about, what do humanitarian organization do to achieve their goalswith their campaigns?