More and more frequently documentary films aim to be part of the public conversation, covering a role that goes beyond the purpose of mere entertainment, thus incorporating a social function and attempting to convey it through practices of strategic communication. At the same time, documentaries are the result of the filmmakers’ artistic expression and the communication tool by which the latter express their perspective and ideology on given situations and historical events. By addressing the dichotomy between these two ways of conceiving documentary films, this paper analyzes the launch campaign of The Reformist – A Female Imam. In this regard, it presents the film’s message and entailed impact, and how they were carried out for and during its promotion. Using qualitative research methods and contextualizing the launch campaign in the landscape of Danish society and media, the thesis provides an overview of its accomplishments. From the promotion perspective, the film raised some issues related to the controversial subject and main character. On the other hand, the film’s representation of such burning issue qualified it to be part of the religion program in the Danish schools.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|