Public communication campaigns as mundane category

  • Pernille Almlund Department of Communication and Arts, Roskilde University
  • Nina Blom Andersen Department of Management and Administration, University College Copenhagen
  • Bente Halkier Faculty of Social Sciences, University of Copenhagen
  • Kim Christian Schrøder Department of Communication and Arts, Roskilde University
Keywords: Public communication campaigns, engagement, public connection, governance, governmentality


This article examines the public connection and understanding of public communication campaigns. Public communication campaigns are widespread, but the audience dimension of the campaign category itself is still a blind spot in research. Drawing on focus group interviews and a survey among Danish citizens, the article shows that public campaigns are recognized as a mundane communicative category. Moreover, drawing on theories of public connection and governmentality, we show how citizens receive and resist, accept and negotiate public campaigns. 


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How to Cite
Almlund, P., Andersen, N., Halkier, B., & Schrøder, K. (2020). Public communication campaigns as mundane category. MedieKultur: Journal of Media and Communication Research, 36(68), 066-087.
Articles: Open section