Xenophobia ‘fear and hatred of strangers’ has become part of the international humanitarian agenda with the increased human mobility due to complex emergencies. Nevertheless, there is a knowledge gap in how to address such a complex social problem. Xenophobia has become evident in Colombia, and the UNHCR has responded with the media campaign ‘Somos Panas Colombia’, with the objective to reduce it and promote solidarity toward Venezuelan migrants. My research objective is to identify the social dynamics between the host communities and migrants in this context; then to understand how the UNHCR campaign can interact with these dynamics. The dynamics are categorized into dividers and connectors, through the Do No Harm approach, and discussed from social psychology perspectives. In this manner, we can distinguish which factors can be strengthened, and which can be weakened through campaign activities. Furthermore, in order to identify the optimal conditions for encouraging positive group interactions, the research employs the framework of the Intergroup Contact theory, which suggests that contact under the conditions of equality, common goals, cooperation and institutional support typically reduces prejudice. Such conditions strengthen a common ingroup identity that could include both Venezuelans and Colombians. This systematic thinking undergirds the analysis to understand how to most effectively reduce intergroup tensions and xenophobia, as well as how not to exacerbate it. My findings are that real structural factors, like pressure on the social service systems, combined with perceptions of these to be threatened, exacerbated by media reporting, divide the communities; whilst common interests and values, highlighted by the civil society and credible opinion leaders who display tolerant and positive relationships with migrants help to connect them. Finally, I conclude that the UNHCR has broadly identified the intergroup dynamics and has the potential of effectively addressing them through the campaign content strategies of sending rational-emotional messages that induce empathy and activates solidary behavior, and the communication strategy of building partnerships to reach target populations in an effective manner.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-423568 |
| Date | January 2020 |
| Creators | Karlsson, Linnea Lovisa |
| Publisher | Uppsala universitet, Teologiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| 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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