A message that we all share: A research of the campaign ‘All that we share’ released in 2017 by TV 2 Denmark. In addition, an understanding of the Danish viewers interaction with the message hereof and a view of the campaign in an international context.
Authors
Voicu, Cristian ; Stenumgaard, Ida Marie
Term
4. term
Publication year
2020
Submitted on
2020-06-01
Pages
150
Abstract
Virksomheder bruger i stigende grad komplekse brandingstrategier. En af dem er kulturel branding, hvor et brand bygger på kulturelle eller ideologiske principper. Denne afhandling undersøger strategien gennem et casestudie af TV 2’s kampagne "All that we share" fra 2017, som formidler et budskab om mangfoldighed og samhørighed i en stadig mere forbundet, men også mere polariseret verden. Vi analyserer kampagnens betydning fra tre vinkler: afsenderens perspektiv (TV 2), modtagernes perspektiv (seere) og den kontekst, der præger begge. Modtagerperspektivet omfatter både danske og internationale seere. Analysen bygger på kvalitative data fra en fokusgruppe, et ekspertinterview og flere semistrukturerede interviews samt sekundære kilder som opslag på sociale medier og online nyhedsartikler. Resultaterne viser, at seerne engagerer sig i og overvejende positivt modtager budskabet om samhørighed og fælles menneskelighed – på trods af sociale spændinger omkring øget kulturel forskellighed. Den positive respons hænger sammen med reklamens blide, ikke-konfronterende tone og den eksisterende opfattelse af TV 2. Samtidig vurderer seerne budskabets troværdighed uafhængigt af, om de stoler på reklamer som sådan; de forholder sig kritisk, hvilket passer til billedet af den postmoderne, skeptiske forbruger. Der er høj overensstemmelse mellem den brandidentitet, TV 2 ønsker at udstråle (hvad brandet vil stå for), og det brandimage, seerne danner (hvordan brandet opfattes). Det tyder på en effektiv kommunikationskampagne og viser potentialet i at opbygge en brandidentitet med autentiske kulturelle udsagn. Kulturkonteksten betyder noget: danske og internationale seere tolker enkelte elementer en smule forskelligt. Endelig oplever nogle, at kampagnen også fungerer som reklame for en dansk livsform, hvilket viser, at reklamer kan få en bredere betydning end oprindeligt tiltænkt – uanset afsenderens hensigt.
Companies increasingly use complex branding strategies. One of these is cultural branding, where a brand is built around cultural or ideological principles. This thesis explores that strategy through a case study of TV 2’s 2017 campaign "All that we share," which promotes diversity and connectedness in a world that is more interconnected yet more polarized. We analyze the campaign’s meaning from three angles: the sender’s perspective (TV 2), the receivers’ perspective (viewers), and the context shaping both. The receiver perspective includes both Danish and international audiences. Our interpretive analysis draws on qualitative data from a focus group, an expert interview, several semi-structured interviews, and secondary sources such as social media posts and online news articles. Findings show that viewers engage with and largely welcome the message of shared humanity and connection, despite social tensions around increasing cultural diversity. This positive reception is linked to the ad’s gentle, non-confrontational tone and to TV 2’s existing public image. At the same time, viewers assess the truth of the message separately from their trust in advertising; they remain critical and reflective, consistent with the idea of a postmodern, skeptical consumer. There is a strong fit between the brand identity TV 2 aims to project (what the brand wants to stand for) and the brand image audiences form (how the brand is perceived). This indicates an effective communication campaign and shows the potential of building brand identity with authentic cultural claims. Cultural context matters: Danish and international viewers interpret some elements slightly differently. Finally, some perceive the campaign as also promoting a Danish way of life, suggesting that advertisements can take on broader meanings than brands originally intend, whether or not that was the company’s goal.
[This abstract was generated with the help of AI]
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