Nothing is more powerful than an idea whose time has come - En kvalitativ textanalys av kampanjen KONY 2012
(2012) MRSK30 20121Human Rights Studies
- Abstract
- The purpose of this thesis is to analyze the video and campaign KONY 2012. KONY 2012 became world news in March 2012. The film is produced by the non-profit organization Invisible Children with the purpose to stop the leader of the Ugandan army LRA, Joseph Kony. The aim is to get a deeper understanding of how non-profit organizations working with human rights are marketing by humanitarian branding. Humanitarian branding is a marketing strategy for non-profit organizations based on reliance and good reputation.
KONY 2012 has been analyzed from a media perspective but also from an empathetic point of view to determine which communicative and visual methods are used to create empathy and evoke people’s altruism. The film has been analyzed... (More) - The purpose of this thesis is to analyze the video and campaign KONY 2012. KONY 2012 became world news in March 2012. The film is produced by the non-profit organization Invisible Children with the purpose to stop the leader of the Ugandan army LRA, Joseph Kony. The aim is to get a deeper understanding of how non-profit organizations working with human rights are marketing by humanitarian branding. Humanitarian branding is a marketing strategy for non-profit organizations based on reliance and good reputation.
KONY 2012 has been analyzed from a media perspective but also from an empathetic point of view to determine which communicative and visual methods are used to create empathy and evoke people’s altruism. The film has been analyzed with the rhetorical three cornerstones ethos, logos, and pathos as a basis. KONY 2012 uses several arguments based on pathos. Pathos is about people’s feelings and emotions and therefore these arguments influence people’s feelings to become emotionally involved. When people become emotionally involved the chance to encourage them to take action increase, which is the aim with the campaign of KONY 2012. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2594899
- author
- Knape, Klara LU
- supervisor
- organization
- course
- MRSK30 20121
- year
- 2012
- type
- M2 - Bachelor Degree
- subject
- keywords
- Invisible Children, humanitarian marketing, pathos, logos, ethos, KONY 2012, humanitarian branding, mänskliga rättigheter, human rights
- language
- Swedish
- id
- 2594899
- date added to LUP
- 2012-09-25 14:28:33
- date last changed
- 2014-09-04 08:27:38
@misc{2594899, abstract = {{The purpose of this thesis is to analyze the video and campaign KONY 2012. KONY 2012 became world news in March 2012. The film is produced by the non-profit organization Invisible Children with the purpose to stop the leader of the Ugandan army LRA, Joseph Kony. The aim is to get a deeper understanding of how non-profit organizations working with human rights are marketing by humanitarian branding. Humanitarian branding is a marketing strategy for non-profit organizations based on reliance and good reputation. KONY 2012 has been analyzed from a media perspective but also from an empathetic point of view to determine which communicative and visual methods are used to create empathy and evoke people’s altruism. The film has been analyzed with the rhetorical three cornerstones ethos, logos, and pathos as a basis. KONY 2012 uses several arguments based on pathos. Pathos is about people’s feelings and emotions and therefore these arguments influence people’s feelings to become emotionally involved. When people become emotionally involved the chance to encourage them to take action increase, which is the aim with the campaign of KONY 2012.}}, author = {{Knape, Klara}}, language = {{swe}}, note = {{Student Paper}}, title = {{Nothing is more powerful than an idea whose time has come - En kvalitativ textanalys av kampanjen KONY 2012}}, year = {{2012}}, }