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Nothing is more powerful than an idea whose time has come - En kvalitativ textanalys av kampanjen KONY 2012

Knape, Klara LU (2012) MRSK30 20121
Human 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)
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author
Knape, Klara LU
supervisor
organization
course
MRSK30 20121
year
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},
  keyword      = {Invisible Children,humanitarian marketing,pathos,logos,ethos,KONY 2012,humanitarian branding,mänskliga rättigheter,human rights},
  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},
}