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Rädda världen för 100 kronor i månaden: En kvalitativ textanalys av UNICEF Sveriges hemsida
Linköping University, Department of Behavioural Sciences and Learning. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Behavioural Sciences and Learning. Linköping University, Faculty of Arts and Sciences.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Save the World with a 100 SEK Donation per Month : A qualitative textual analysis of UNICEF Sweden's homepage (English)
Abstract [en]

This study was conducted by using a qualitative textual analysis on UNICEF Sweden’s website with the purpose of problematizing the role of UNICEF Sweden in today’s globalised society. This was done in the context of how organisations of civil society have gained influence. Following questions were answered: How does UNICEF Sweden legitimise its operation? Which strategies does UNICEF Sweden use to encourage involvement and donations?

The study shows how UNICEF Sweden legitimises its work by promoting a unique influence, their unique methods of work and by showing how the organisation helps the most disadvantaged children. This is interpreted as strategies to establish donor trust. UNICEF Sweden encourages involvement and donations by packaging relief efforts into products that conveys a sensation of helping others, which can be understood in relation to the consumer society. UNICEF Sweden’s role in society appears to be significant. It is problematic though that the donor phenomenon tends to simplify the social problems and reduces aid efforts into commercialised products.

Abstract [sv]

Denna studie genomfördes med kvalitativ textanalys av UNICEF Sveriges hemsida i syfte att problematisera den roll som UNICEF Sverige spelar i dagens globaliserade samhälle. Detta inom kontexten av att civilsamhällets organisationers inflytande har ökat. Följande frågeställningar besvarades: Hur legitimerar UNICEF Sverige sin verksamhet? Vilka strategier använder sig UNICEF Sverige av för att uppmana till engagemang och stöd?

Studien visar att UNICEF Sverige legitimerar sin verksamhet genom att hävda sitt unika inflytandet, sin unika arbetsmetod samt genom att påvisa att organisationen hjälper de barn som är mest utsatta. Detta tolkas som strategier för att etablera givartillit. UNICEF Sverige uppmanar till engagemang och stöd genom att förpacka hjälpinsatser till produkter som förmedlar en upplevelse av att hjälpa, vilket kan förstås i relation till konsumtionssamhället. UNICEF Sveriges roll i samhället framstår som mycket betydelsefull. Emellertid är det problematiskt att givandefenomenet tenderar att förenkla sociala problem samt reducerar hjälpinsatserna till kommersialiserade produkter.

Place, publisher, year, edition, pages
2014. , 57 p.
Keyword [en]
UNICEF Sweden, non-government organization, civil society, legitimisation, consumer society, sociology
Keyword [sv]
UNICEF Sverige, frivilliga organisationer, civilsamhället, legitimering, konsumtionssamhället, sociologi
National Category
URN: urn:nbn:se:liu:diva-103667ISRN: LIU-IBL/SOC-G--13/13--SEOAI: diva2:698148
Subject / course
Available from: 2014-02-21 Created: 2014-01-22 Last updated: 2014-02-21Bibliographically approved

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Rädda världen för 100 kronor i månaden(905 kB)403 downloads
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Backström, ElinBäckman, Jens
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Department of Behavioural Sciences and LearningFaculty of Arts and Sciences

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