Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Bara för att…: En kvalitativ studie om hur studenter tolkar bilder i en publik kampanj om alkohol
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Just because : A qualitative study about how students interpret images in a public campaign regarding alcohol (English)
Abstract [sv]

En kvalitativ studie har genomförts på tre kampanjbilder från IQ-initiativets satsning “IQ student”. Kampanjbilderna har ett motsvarande tema baserat på att det alltid finns en anledning till att dricka alkohol. Studien har med hjälp av fokusgruppsintervjuer och en intervju med IQ tagit reda på hur IQ vill att studenterna ska tolka bilderna och hur studenterna faktiskt tolkar dem. Studien utgick från teorier som receptionsstudie, semiotik och socialpsykologi. Analysen av resultaten har dessutom ställts upp i förhållande till relevant forskning inom området publika kampanjer och gruppbeteende.

Studiens resultat visar bland annat på att IQ vill att studenter ska tänka över sina alkoholvanor och att de på sikt ska minska sin konsumtion av alkohol. Resultatet visar även att studenterna tar till sig budskapet eftersom de kan relatera till det, men tar det sedan inte vidare. Studenterna tycker inte att deras alkoholkonsumtion är ett problem och känner därför inte att det är något de behöver förändra. 

Abstract [en]

A qualitative study has been conducted on three campaign images from the company IQ. The campaign is called “IQ student” and the images are based on the same theme, suggesting that students always finds a reason to drink alcohol. We have used focus group interviews and an interview with IQ as our methods to find out how IQ want the students to interpret the images, and also how the student interpret them. The study is based on theories as reception study, semiotics and social psychology. The analysis of the results has also been set in relation to relevant research in the field of public campaigns and group behavior.

Our results demonstrate that IQ wants students to think about their alcohol habits and that they want the students to reduce their consumption of alcohol. The result also shows that students embrace the message as they can relate to it, but it does not come any further. The students think that their drinking is not a problem and therefore they don’t want to change anything about their alcohol habits.

Place, publisher, year, edition, pages
2015. , 35 p.
Keyword [en]
public campaigns, students, alcohol, group pressure, attitudes, IQ
Keyword [sv]
publika kampanjer, studenter, alkohol, grupptryck, attityder, IQ
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-26633OAI: oai:DiVA.org:hj-26633DiVA: diva2:812552
External cooperation
IQ
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2015-06-01 Created: 2015-05-19 Last updated: 2015-06-01Bibliographically approved

Open Access in DiVA

fulltext(817 kB)155 downloads
File information
File name FULLTEXT01.pdfFile size 817 kBChecksum SHA-512
7a2d801ed32615c8c28f3c757e509d81887e160dda823e341afeb1daecc71f3e2b6dbdda7d9d849b6f93e848e745da47e755371e8e2552bc36e4339d239850ed
Type fulltextMimetype application/pdf

By organisation
HLK, Media and communication science
Communication Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 155 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 763 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf