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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-157299 |
| Date | January 2018 |
| Creators | Weiderman, Felicia, Eriksson, Josefine |
| Publisher | Stockholms universitet, Institutionen för mediestudier, Stockholms universitet, Institutionen för mediestudier |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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