En diskursiv analys ur ett statsvetenskapligt perspektiv av ideella organisationers kampanjer i form av TV-sända välgörenhetsgalor

Sammanfattning: There are several yearly televised non-profit-galas in Sweden, that focus on national victims of suffering. This study consists of a qualitative analysis that aimed to show elements of potential discourses concerning national compassion in association with Swedish televised nonprofit galas. The essay studied national cases that were compared with each other as well as with a previous global study of a global compassion discourse. Discoursive elements from the previous study were also premises for the study of national compassion discourses. The research method used was a qualitative discourse analysis that combined discourse theory with intertextuality and interdiscursivity. The result from this study showed that there were two national compassion discourses which shared the same elements, but the meaning ascribed to them varied. Both The Swedish Cancer Society’s and The Swedish Childhood Cancerfond´s national compassion discourses concerned suffering due to cancer. In the first case the victims were adults and in the second case the victims were children. The victims within the global compassion discourse suffered due to a crisis caused by war or a natural disaster. The organizations within respective discourses used the galas to affect viewers to donate money in order to help people in need. A crucial difference between the earlier discourse of global compassion and the two more recent discourses of national compassion were the difference between the meaning of the element ideal victim. Within the global compassion discourse ideal victim were limited to women and children. In the two cases of national compassion ideal victims were people suffering from cancer and their next of kin, without limitations to gender or age.