Agenda-setting and persuasive communication in entertainment and education sector during COVID-19 pandemic in Denmark
Translated title
Agenda-setting during crisis
Authors
Zake, Ance ; Adamska, Inga Marika
Term
4. term
Education
Publication year
2021
Pages
105
Abstract
Denne afhandling undersøger, hvordan agenda-setting og persuasiv kommunikation blev anvendt i den danske underholdnings- og uddannelsessektor inden for turisme under COVID-19-krisen (januar 2020 til marts 2021). Med udgangspunkt i et forskningsgab om brugen af agenda-setting i turisme og på sociale medier kombineres agenda-setting-teori med principper for persuasiv kommunikation (bl.a. Cialdini) for at belyse, hvordan organisationer formulerer og prioriterer budskaber i en langvarig krise. Studiet er et kvalitativt fler-casestudie af seks oplevelsesbaserede organisationer i Danmark og bygger primært på netnografi og analyse af sociale medier. Resultaterne viser, at alle cases arbejder med flere samtidige dagsordener, at en promoverende vinkel næsten altid er til stede, samt at skift mellem dagsordener hænger tydeligt sammen med pandemiens faser. Der er desuden en klar kobling mellem valgte dagsordener og brugen af persuasive virkemidler, som løbende tilpasses krisens udvikling for bedst at understøtte den aktuelle dagsorden. Studiet bidrager med at udvide anvendelsen af agenda-setting og persuasiv kommunikation i turismekonteksten på sociale medier og kan hjælpe praktikere med at planlægge mere målrettet kommunikation i krisetider; afhandlingen peger også på behov for videre forskning.
This thesis examines how agenda-setting and persuasive communication were used in Denmark’s entertainment and education segment of the tourism sector during the COVID-19 crisis (January 2020 to March 2021). Addressing a research gap on applying agenda-setting in tourism and on social media, the study combines agenda-setting theory with principles of persuasive communication (including Cialdini) to explore how organizations prioritize and frame messages during a prolonged crisis. Using a qualitative multiple-case design, the researchers conducted netnography and social media analysis across six Danish experience-based organizations. The findings show that all cases pursued multiple agendas simultaneously, that a promotional angle was almost always present, and that shifts between agendas corresponded clearly to phases of the pandemic. The study also identifies a strong link between agenda choices and the use of persuasive tools, which were adapted over time to best support the prevailing agenda. The research extends the application of agenda-setting and persuasive communication to tourism on social networking platforms, offers practical insights for crisis communication planning, and highlights avenues for future research.
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