Rädda världen för 100 kronor i månaden : En kvalitativ textanalys av UNICEF Sveriges hemsida

Sammanfattning: This study was conducted by using a qualitative textual analysis on UNICEF Sweden’s website with the purpose of problematizing the role of UNICEF Sweden in today’s globalised society. This was done in the context of how organisations of civil society have gained influence. Following questions were answered: How does UNICEF Sweden legitimise its operation? Which strategies does UNICEF Sweden use to encourage involvement and donations? The study shows how UNICEF Sweden legitimises its work by promoting a unique influence, their unique methods of work and by showing how the organisation helps the most disadvantaged children. This is interpreted as strategies to establish donor trust. UNICEF Sweden encourages involvement and donations by packaging relief efforts into products that conveys a sensation of helping others, which can be understood in relation to the consumer society. UNICEF Sweden’s role in society appears to be significant. It is problematic though that the donor phenomenon tends to simplify the social problems and reduces aid efforts into commercialised products.