Hristova, Svetomira Hristova

Malmgart, Regitze Nicoline

Nabaoui, Aliya Fadila

Parish, Sarah Carol Puckett

Pole, Ance Alma

Sørensen, Annika Bonde

RUC’s reputation is assessed through analyzing media framing and survey responses by a variety of individuals. Their perceptions are based on their sociocultural background. By using theoretical framework based on communication traditions and Stuart Hall’s theory of representation, we gain an understanding of how reputation is created and perceived. We created a poster campaign for high school students to reframe RUC’s reputation, in an attempt to attract a variety of applicants. We found RUC’s reputation was largely based on politically charged attempts to discourage alternative education approaches. However, those who align with RUC’s characteristics, mainly associated with left-wing ideologies, find its reputation favorable. Therefore, an attempt to reframe RUC’s reputation may be counterproductive

RUC - More than just, an analysis of reputation and campaign reframing

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Roskilde Universitet