Individens identitetsskapande genom osynliga märken : En studie om identitetsstimulans för månadsgivare till Amnesty International Sverige

Sammanfattning: This study investigates the relationship between the individual and their monthly donation to the INGO Amnesty International Sweden as a process of identity stimulation. Problematizing how consuming a brand whichdoes not give anything concrete back to the individual communicates through core values in order to strengthen identity. The study uses theories from Zygmunt Bauman, Sidney Levy, Lilie Chouliaraki and Ronald E. Anderson. According to research for the relationship between the individual and brand there has been a shift where the individual choses brands from other parameters than function, rather this is made from its representation. Therefore consuming brands is an expression for identity. Furthermore research about charity organizations states that there has been a shift in how they communicate and affect individuals’ need to reduce suffering - identity stimulation - as a consequence of neoliberalism. The study is constructed through a qualitative methodology that collects empirical data from responsive- and flexible deep interviews, with respondents who donates monthly to Amnesty International Sweden and are in the age gap between 18-30 years old. The study does not aim for a generalization of the result, rather it investigates how identity can be stimulated through Amnesty International Sweden using concepts as self-oriented, others-oriented and reduce suffering. The result proves what have been stated by former theories, were the relationship between the individual and brand functions as an identity stimulation through different aspects such as identification and distance, the individual as a product and ways to materialize this. However, there has been a clear shift in the individuals awareness of online and offline behaviour which affects how they present themselves as a product. As pointed out earlier by theories from Bauman and Levy, the resultemphasizesthat the individual consumes a brand that represents themselves and strengthens their identity individually and to their social environment. Lastly,the study discuss its result of new individual behavior online and offline as a consequence of neoliberalism and how research within media- and communication studies can further help us understand how communication technology and political forces can affect each other in regards of individual behaviour. The study and its result is situated in the junction between the digital communicative sphere and constant political changes.