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DO YOU KNOW WHAT THEY CALL CINEMATEKET IN FRANCE? A ROYAL WITH CHEESE. - En målgruppeanalyse for Cinemateket

By Anna Mucha Økjær Jørgensen, Johan Michael Thrane, Jonas Didriksen von der Ahé, Kristoffer Videbæk Kunkel and Louise Jacobsen

Abstract

The starting point for this assignment confronts the problem of the state subsidised Cinemateket going unnoticed by young people from Copenhagen, despite offering an interesting programme. We found this lack of use interesting, since the target group (young citizens of Copenhagen aged 20-30) is the most frequent visitors of cinemas on a national level. We therefore ask: How is it possible to increase a specific target group’s use and understanding of Cinemateket. We researched Cinemateket’s offerings, marketing communication and self-image, through two interviews with their Head of Public Events, Lene Pia Madsen. Then came a target group analysis, consisting of two questionnaire surveys and two focus groups. The empirical evidence produced from these were analyzed using Sense-Making (Derwin & Frenette), communication planning (Sepstrup) and cultural praxis theory (Reckwitz). The results from this analysis, are formed into suggested changes to compliment Cinematekets existing communication, to better reach the target group and solve, or partially solve, our stated problem

Topics: git, cinemateket, cinema, biograf, diskurs, coporate, synergy, kommunikation, communication, ruc
Year: 2014
OAI identifier: oai:rudar.ruc.dk:1800/16404
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