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Studenteropgave: Speciale (inkl. HD afgangsprojekt)

  • Tine Haslund
4. semester, Kommunikation, Kandidat (Kandidatuddannelse)
The thesis ‘Let’s go together’ was created by a won- der because I read in an article that only 3 percent was a member of a club. I am an active runner and feel happy and well being about running in a club and that is the reason why I became curious.
My problem formulation: How do you communicate to non-club members with a view to motivate those to change attitude?
The theoretical basis for this thesis is the theory of Motivation by Ryan & Deci and Hassmén with the use of these theories I will try to see what motivate people to run and by using appelformer and I will see in which way my case, Life of Sport, communicate on Facebook. I will use case studies by Bent Flyvbjerg.
The empirical data consists of 14 qualitative inter- views with runners in a club and non-club members. The quantities interviews will be challenged by analy- sis made by Peter Forsberg. The thesis has a herme- neutic approach. Because I am a runner it’s hard not to have a hypothesis. My approach will also depend on a phenomenology view.
The thesis concludes that Life of Sport must com- municate different by using the appelformer pathos, logos and ethos to communicate to non-club mem- bers because they are divided into groups with differ- ent motives for running.
Udgivelsesdato1 jun. 2014
Antal sider69
ID: 198381067