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Att se världen i svart och vitt: En kritisk granskning av SOS Barnbyars reklamkampanjer
University West, Department of Nursing, Health and Culture, Divison for Health, Culture and Educational Sciences.
University West, Department of Nursing, Health and Culture, Divison for Health, Culture and Educational Sciences.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to do a critical review of the aid organization SOS Children’s Villages text- and video campaigns, from a postcolonial perspective. Our purpose is divided into two questions: Are there colonial values in the advertising campaigns? Which language- and image strategies are used by SOS Children’s Villages to put across their messages? Our material consists of 10 selected video clips, and four printed ads that are made up of an image and a short text, which are part of a campaign named: Inte ett enda barn ska behöva vara ensamt (translation: Not a single child should have to be alone). We have chosen to use text- and image analysis as a method in our review of the material. The main theoretical base in our thesis is postcolonialism, while”the Other” and ”whiteness” are two concepts we have chosen so that we can reach a deeper analytical level. We have analyzed some of the clips from the concept “The White Man’s Burden”, and have discovered that ”The Western World” tries to insert their own values and ideals into ”The Third World”. We have also discovered that the children, in some sequences, are presented as non-human and differentiated from the “white Westerners”. The last chapter in our thesis problematizes how modern technology, as Smartphones, applications and social media, are used to make it easier to give money to charity. We also discuss how “The Western World” can be seen as a contributor to the current situation in “The Third World”, which makes the aspect of high-technology even more interesting.


Place, publisher, year, edition, pages
2013. , 39 p.
Keyword [en]
postcolonialism, whiteness, white man's burden, hegemony, third world, charity, technology, SOS Children's Villages, civilisation, critical review, culture, cultural studies, advertising, advertising strategies, marketing
Keyword [sv]
postkolonialism, vithet, den vite mannens börda, hegemoni, vi och dom, västvärlden, tredje världen, välgörenhet, teknologi, SOS Barnbyar, civilisering, kritisk granskning, kultur, samhälle, kulturvetenskap, samhällsvetenskap, reklam, reklamstrategier, marknadsföring
National Category
URN: urn:nbn:se:hv:diva-5436OAI: diva2:629634
Subject / course
Cultur studies
Available from: 2013-06-28 Created: 2013-06-17 Last updated: 2013-06-28Bibliographically approved

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