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My study is focused on one organization with is Unicef, the organization that is workning on a UN mission. The mission is about children's rights and Unicef has brought children's actions since 1946.The purpose of this essay was to research whether the images can be used alone or as a complement to the text that the communication organizations use. By examining the way images are used, I hoped to be able to deduce the results of image use. I study if the effect out messages with only pictures will be more effective than the message in which the verbal mixed with the non-verbal.Theoretical part of this essay has a communication perspective. The essay is structure by tree elements, non-verbal communication, mass communication and intercultural communication. With these elements, or keywords, have I interpret UNICEFs communications through two media channels, internet and TV.The methodology I have chosen is qualitative method with a hermeneutic approach. I have carried out three qualitative interviews with women within the organization and one group interview consisting of four persons. I have also observation a qualitative media observation of charity gala on TV4.     My conclusions were that non-verbal communication is most likely more effective as a tool too the verbal instead of the only communication. I also got the conclusion that UNICEF communicate with people thought picture that’s gives hope for the future.

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International organizations (IOs) such as the United Nations Children’s Fund have immense power in influencing state agenda and policies in issues in health such as advocating micronutrient interventions in developing countries. Scholarly literature classifies IOs as “norm entrepreneurs” who can alter state behavior through many forms of rhetoric. The theoretical model, constructivism, notes that IOs are autonomous actors in their decision-making who use states as tools to pursue their own interests. Thus, how do these IOs succeed in sustaining malnutrition-related interventions and programs in Kenya? In this thesis, I argue that IOs can effectively improve malnutrition outcomes by improving the allocation and accessibility of nutritional resources and services, setting an institutional framework for implementing and sustaining programs at hand, and fostering the operation of tools that will assist interventions to scale-up to national nutrition policies. To accomplish this, specific IOs possess external effects such as political will, strong funding, and a multi-sectoral nutrition approach, and multilateral IOs have internal factors such as authority, autonomy, and are able to find opportunities in uncertain situations. I also argue that IOs presented in this paper have made limited strides in reducing aggregate malnutrition rates of stunting, wasting and underweight in Kenya. I ground my analysis on constructivism to understand IO behavior towards malnutrition interventions for children under five in Kenya.

Abstrakt Titel:                                               Glamour, egokickar och lite bistånd                                           - En studie om hur vi blev viktigare än dom andra   Författare:                                    Josefine Nilsman & Johanna Olsson   Syfte:                                              Syftet med uppsatsen är att se hur en svensk      biståndskampanj påverkar gestaltningen av vilka vi i västvärlden är och vilka dom andra i utvecklingsländerna är.   Metod:                                           Kritisk diskursanalys och semiotisk analys.   Teori:                                              Postkolonialism med orientalism som teoretisk   fördjupning samt strategisk kommunikation för ideella organisationer.   Material:                                       Unicefs insamlingskampanj För varenda unge, 2011.   Huvudslutsatser:                       Unicefs kampanj För varenda unge bidrar till både diskursiva och konkreta gestaltningar av vi och dom. De diskursiva gestaltningarna har vi sammanfattat i fyra huvudsakliga diskurser, nämligen marknadsföringsdiskursen, underhållningsdiskursen, förenklingsdiskursen samt fattigdomsdiskursen. Konsekvensen av dessa diskursers gestaltning kan bli att kunskapsklyftan mellan eliten och allmänheten vidgas, att insamlingskampanjer riskerar att motarbeta biståndsorganisationers huvudsyfte samt att dessa kampanjer bidrar till att upprätthålla rådande politiska strukturer och kulturella identiteter.   Universitet:                                 Medie- och Kommunikationsvetenskap, Linnéuniversitetet   Termin:                                          Vårtermin 2011   Handledare:                                Göran Palm   Examinator:                               Tanya Elder                 Nyckelord:                                    Postkolonialism, Orientalism, Strategisk kommunikation, Vi och Dom, Diskursanalys, Semiotisk analys, Unicef

Thesis (doctoral)--University College London, 1996. / BLDSC reference no.: DX223936.

The digitalization has changed the entire world speaking of communication, both between individuals but also between organizations and their audience. Organizations and business over all requires a good communication to be able to reach their goals within the company and make the most out of their business. But it is not only profit-driven organization, the new era of communication is as important for charity organizations as any other. This qualitative study is about Unicef and their strategic communication via the platform YouTube, a social network which is the biggest in the world when it comes to video and therefor mobile communication. Due to the new technologies, it is simple for commonalty to upload a video on YouTube, and because of the accessibility the platform has been compared to the original television. This has resulted in a transition from traditional media to social media, which is the ultimate tool to communicate through, which is why we think it is important to look into Unicef and their strategies when communicating via YouTube to their audience, in hopes of creating an engagement and to invoke affect. Unicef can through YouTube effectively get the information to reach people all over the world, which can contribute to a greater understanding of the work Unicef does. To study and analyze Unicef’s strategic communication we are using a few theories and literature background to consolidate our aim, which is to search for explicit and implicit strategies in ten different video clips from Unicef's campaign Syrian #ChildrenUnderAttack on YouTube. The theorists we are mostly directing to improve our arguments with are Lillie Chouliraki and Edward J. Lawler. After using Fairclough’s Critical Discourse Analysis studying these video clips, we can definitely establish that the organization uses a variety of strategies and approaches to create an impact and create commitment to the audience. Unicef uses both explicit and implicit strategies and has made a strategic choice in cooperating with celebrities. To summarize some of the strategies Unicef uses, we have listed some of them; to communicate through sympathy, social exchange, communicate through guilt, shame and anger, the use of appeals; negative appeals along with positive appeals, big focus on children, relationship creation, explicit strategies such as language selection, music selection and color choices, identification, portraying celebrities for increased dissemination and finally the strategic choice to use YouTube to reach as wide a crowd as possible.

Över tid har det skett en enorm förändring gällande medieutvecklingen, som påverkat sättet att kommunicera. Där användningen av sociala medier är ett exempel kopplat till denna utvecklingen och där Instagram kommit att bli en av de mest använda sociala kanalerna. Vidare finns det flera exempel där just sociala medier har spelat en viktig roll och blivit allt mer vanligt kopplat till humanitära ändamål. Unicef är kända för sin goda kommunikation samt att de innehar ett av de främsta Instagramkonton i Sverige i denna genre. Organisationer som Unicef är beroende av finansiering för att kunna bedriva sitt arbete. Syftet med denna studie är att granska samt analysera hur organisationen Unicef använder sig av texter, bilder samt videoklipp för att förmedla ut sina budskap på deras svenska Instagramsida unicefsverige. Därtill undersöka hur Unicef samverkar med välkända personer, för att beröra och skapa engagemang. Denna studie är av vikt då den analyserar Unicefs kommunikation i syfte att sprida kunskap och skapa engagemang för att rädda liv, där värde kan skapa om fler tar efter så att fler liv kan räddas. Metoden som tillämpats är kvalitativa metoder, dels i form av en kvalitativ intervju, samt multimodala analyser av fem bilder med tillhörande text samt två videoklipp. Intervjun gjordes med en enskild person som är PR ansvarig för Unicef Sverige. Teorier som använts i studien är tvåstegshypotesen, målgruppsanalys samt integrerad marknadskommunikation. Resultatet av studien visar att när text och bild samverkar med varandra kan en enhetlig betydelse skapas, där de båda kompletterar varandra. Vidare kan bilder och berättelser framkalla en känslomässig reaktion hos publiken genom hur de framställs utifrån blickar, vinklar samt språkhandlingar. Ambassadörer används för att de ska sprida organisationens budskap. Dels genom uppmaningar och kunskapsspridning men också genom att känslomässigt tala om olika händelser, där det finns en bakomliggande koppling mellan de behövande och ambassadörerna i syfte att beröra publiken.

Submitted by PPGE PPGE (pgedu@ufba.br) on 2015-11-26T15:29:38Z No. of bitstreams: 1 DissertaçãoNinaRosa.pdf: 947681 bytes, checksum: f87c579dc427297d2711b97d1c2c1630 (MD5) / Approved for entry into archive by Maria Auxiliadora da Silva Lopes (silopes@ufba.br) on 2015-12-18T13:40:20Z (GMT) No. of bitstreams: 1 DissertaçãoNinaRosa.pdf: 947681 bytes, checksum: f87c579dc427297d2711b97d1c2c1630 (MD5) / Made available in DSpace on 2015-12-18T13:40:20Z (GMT). No. of bitstreams: 1 DissertaçãoNinaRosa.pdf: 947681 bytes, checksum: f87c579dc427297d2711b97d1c2c1630 (MD5) / Esta dissertação pretendeu estudar a correspondência existente entre as concepções e orientações da UNESCO (Organização das Nações Unidas para a Educação Ciência e Cultura) e do UNICEF (Fundo das Nações Unidas para a Infância) sobre a Educação Infantil e os princípios e objetivos constantes nas políticas públicas para a Educação Infantil Brasileira, formuladas a partir dos anos 90. O estudo se desenvolveu através de uma análise qualitativa, valendo-se do apoio da pesquisa documental e bibliográfica para estabelecer as possíveis relações entre as orientações das Organizações Multilaterais em estudo e as determinações encontradas na legislação nacional e em outros documentos de planejamento voltados para Educação Infantil. Inicialmente o estudo discute questões relacionadas à história da infância e do atendimento educacional à criança no Brasil. Logo após situa as políticas públicas nacionais da Educação, e em especial da Educação Infantil como parte das demandas requeridas pelo movimento das transformações sociais, econômicas, políticas e culturais desejadas para o setor educacional dos países em desenvolvimento pelo novo ordenamento internacional e analisa a repercussão da Reforma do Estado brasileiro na elaboração de políticas educacionais. Discute ainda, sobre o surgimento da UNESCO e do UNICEF, e os incentivos propostos em acordos internacionalmente firmados a partir de iniciativas desses organismos para a elaboração de políticas educacionais nos diversos países em desenvolvimento e, principalmente, no Brasil, em especial para a Educação Infantil. Os resultados alcançados mostram que, no contexto do estudo, o incentivo e condução das ações dessas agências neste sentido tenderam a revelar a influência de tais orientações nas políticas para a referida etapa da educação, principalmente, no que concerne à ênfase dada à promoção da equidade de oportunidades e à construção de políticas focalizadas na pobreza. / ABSTRACT The purpose of this work was to study the correspondence between the concepts and guidelines from UNESCO (United Nations Educational,Scientific and Cultural Organization) and the ones from UNICEF (United Nations Children'sFund) on Childhood Education and the principles and constant objectives in the public policies to Brazilian Childhood Education, started in the 90’s. The study was conducted through a qualitative analysis, supporting itself in documental and bibliographic research to establish the possible relations between the guidelines from the Multilateral Organizations analyzed and the determinations found in the national legislation and in other planning documents related to Childhood Education. First, this work focuses on issues related to the history of childhood and to the educational services to children in Brazil. It after concentrates on the national public policies of Education, particularly the Childhood Education policy as part of the required demands of the social, economic, political and cultural movement of transformations intended for the education sector of the developing countries by the new international order and analyzes the impact of Brazilian state Reform in elaboration of educational policies. It also focuses on the emergence of UNESCO and UNICEF, and the incentives announced in international agreements established to help the elaboration of educational policies in many developing countries and, especially, in Brazil, particularly to Childhood Education. The results show that, in the context of this work, the encouragement and the conduction of the actions by these agencies tended to reveal the influence of these policies inthe educational steps, mainly regarding the emphasis on promoting equal opportunities and creating policies focused on poverty.

Memoria (licenciado en ciencias jurídicas y sociales) / Autor no autoriza el acceso a texto cmpleto de su documento