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>Strategisk kommunikation i ideella organisationer : En retorisk analys av hur Världsnaturfonden WWF kommunicerar förtroende i olika kommunikationskanaler
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Strategisk kommunikation i ideella organisationer : En retorisk analys av hur Världsnaturfonden WWF kommunicerar förtroende i olika kommunikationskanaler
This study has aimed to examine how Världsnaturfonden WWF communicates trust in various communication channels. We also wanted to see if there are any differences in the different channels on how WWF communicates trust. It is a qualitative study that uses critical rhetoric analysis as method. We choose to analyze the communication channels sponsored facebookposts, personalized letters and two sites from WWF:s website. The empirical data has been analyzed with the aid of theories of strategic communication, non-profit organizations, rhetoric and media specificity. The results show that WWF uses various communication strategies to communicate trust in all of the examined channels. The most important aspects of trust is communicated through presenting what WWF:s collected money has contributed to, that the organization appears to be knowledgeable and engaged in the various areas they work for. In all of the channels we have examined, we have also seen that WWF uses a personal address to the reader. In the sponsored facebookposts and in the personalized letters, we find that WWF communicates more trust than on the website by using more emotions. WWF express more gratitude for donors and more concern for the various animals and the environment affected. Other differences we have seen between the channels are that they differ in how they are designed, but these differences are mainly due to different norms relating to the specific channels. This study has contributed with knowledge of how a non-profit organization such as WWF rhetorically communicates trust to different target groups through different communication channels. This study has also contributed to knowledge of the differences and similarities regarding how WWF communicates trust through the three different communication channels.
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