Sociālā kampaņa kā attieksmes veicinātājs - Kampaņas "Tētis var!" komunikācijas aktivitāšu analīze un ietekme uz auditoriju.
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba tēma ir "Sociālā kampaņa kā attieksmes veicinātājs - "Kampaņas "Tētis var!" komunikācijas aktivitāšu analīze un ietekme uz auditoriju."
2020. gada sociālās kampaņas "Tētis var!" mērķis ir iestāties par dzimtes līdztiesības veicināšanu sabiedrībā, pievēršot uzmanību šķirto ģimeņu modelim. Kampaņas galvenais uzdevums ir informēt sabiedrību un veicināt attieksmes maiņu. Kampaņas veidotāji - Labklājības ministrija, sadarbojās ar komunikācijas aģentūru "Fox Consulting", lai izveidotu nepieciešamo stratēģiju kampaņas mērķu sasniegšanai.
Darba mērķis ir, balstoties uz LM izveidoto kampaņu, veikt pētījumu par sociālajām kampaņām, kuru pamatā ir attieksmes maiņas veicināšana sabiedrībā, nosakot izmantotos SA instrumentus un auditorijas ietekmes elementus. Specifiski tiks pētīta sociālā kampaņa "Tētis var!".
Darba struktūru veido trīs daļas. Teorētiskajā daļā tiek aplūkota sociālā kampaņa kā attieksmes veicinātājs, iekļaujot arī literatūru par SA instrumentiem. Tika apskatīta teorija par mediju lietojumu un ietekmi uz auditoriju. Teorētiskajā daļā autore vērsa uzmanību pārliecināšanas un attieksmes maiņas - ELM un HSM modeļiem. Metodoloģijas daļā tika aprakstītas izmantotās kvalitatīvās pētniecības metodes - daļēji strukturētā intervija un kontentanalīze. Empīriskajā daļā autore veica interviju un video stāstu analīzi.
Bachelor thesis is "Social campaign as an attitude promoter - analysis of communication activities in the campaign "Dad can!" and the impact on audience." The goal of the 2020 social campaign "Dad Can!" is to promote gender equality between family in society, paying attention to the model of divorced families. The main objective of the campaign is to inform the public and to encourage change of attitudes. The creators of the campaign - the Ministry of Welfare, worked with the communication agency "Fox Consulting" to develop the necessary strategy to achieve the goals of campaign. The aim of the paper is to conduct a study on social campaigns, based on the campaign developed by the Ministry of Welfare, which is based on the promotion of attitudinal change in society, determining used PR tools and audience impact elements. Social campaign "Dad can!" will be specifically studied. Paper structure consists of three parts. The theoretical part contains literature about social campaign as an attitude promoter, including literature about PR instruments. Theory of media use and impact on the audience was also discussed. The author drew attention to the models of persuasion and attitude change - ELM and HSM. Methodology part describes qualitative research methods- semi-structured interview and content analysis. In the empirical part, author performed an analysis of interviews and video stories.
Bachelor thesis is "Social campaign as an attitude promoter - analysis of communication activities in the campaign "Dad can!" and the impact on audience." The goal of the 2020 social campaign "Dad Can!" is to promote gender equality between family in society, paying attention to the model of divorced families. The main objective of the campaign is to inform the public and to encourage change of attitudes. The creators of the campaign - the Ministry of Welfare, worked with the communication agency "Fox Consulting" to develop the necessary strategy to achieve the goals of campaign. The aim of the paper is to conduct a study on social campaigns, based on the campaign developed by the Ministry of Welfare, which is based on the promotion of attitudinal change in society, determining used PR tools and audience impact elements. Social campaign "Dad can!" will be specifically studied. Paper structure consists of three parts. The theoretical part contains literature about social campaign as an attitude promoter, including literature about PR instruments. Theory of media use and impact on the audience was also discussed. The author drew attention to the models of persuasion and attitude change - ELM and HSM. Methodology part describes qualitative research methods- semi-structured interview and content analysis. In the empirical part, author performed an analysis of interviews and video stories.
Description
Sabiedriskās attiecības
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Labklājības ministrija, sociālā kampaņa, "Tētis var!", dzimtes līdztiesība, ietekme, attieksme, SA instrumenti, video stāsti., Ministry of Welfare, social campaign, "Dad can!", gender equality, impact, attitude, PR tools, video stories.