Denmark tops the list of alcohol consumption among youth and adolescences. In order to address this issue, the National Board of Health has attempted to change the Danish attitude and behaviour related to alcohol for more than 20 years in health awareness campaigns. Despite inadequate results, the organization continued these efforts in 2010 with the campaign 'Stop før 5', which aimed to educate 16-20 year-olds about the effects and consequences of drinking. The campaign advocated a reduction in general alcohol consumption, while also commending the youth to reduce the alcohol intake to five units for each party, concert, social event, etc. However, during the campaign period the airing of the reality show 'Sommer i Sunny Beach' infused the communicative environment with images of young people engaging in unlimited, senseless drinking and partying. Concerned with the disruption of the campaign's communication context, this thesis examines the relation between 'Stop før 5' and 'Sommer i Sunny Beach' with specific attention to the ways in which the reality show marginalises the campaign messages and minimizes its projected impact on the target group. By addressing the challenges of the 'Stop før 5' campaign’s communication, we wish to explicate how future campaigns can be rethought based on insights from the alcohol-related communication in 'Sommer i Sunny Beach'. The thesis applies Foucault’s theoretical framework and discourse analysis to clarify and extract common characteristics between the campaign and the reality show. Theory about health awareness campaigns is applied to examine in which ways ‘Sommer i Sunny Beach’ conveys messages much like 'Stop før 5'. The analysis establishes how both the campaign and the reality show employ strategies and technologies in their conflicting communication, which affect the target group. Although the reality show appears most successful in reaching its target group, not all respondents find it fascinating, and we elaborate this notion with Bourdieu’s theory on taste and distinction. In addition, we introduce recent studies on how young Danes perceive their alcohol-consuming peers, and we compare these studies with our findings in ‘Stop før 5’ and ‘Sommer i Sunny Beach’. Finally, based on the way the reality show and the campaign communicate, we discuss the approach to define a campaign, and ultimately we summarize the findings from our analyses and provide our suggestions to the National Board of Health and their future campaign efforts.
|Educations||MSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis|
|Number of pages||118|