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ABSTRACT
This paper deals with the results of a pilot study, which aims to identify the discourse of migration in the context of creative marketing campaigns of a non-commercial character. Additionally, the study focuses on the use of the migration theme as an insight (main idea) in the creative campaigns; it seeks to define the secondary issues and the framework contextually connected to migration theme and migrants, i.e. to identify the special content and features that are significant in this type of campaign by analyzing the specific examples of creative marketing campaigns during the migration crisis.
Keywords: Creativity, Insight, Media discourse Migration, Non-commercial marketing, Social advertising
1.MEDIA DISCOURSE ON MIGRATION AND THE POSITION OF SOCIAL CAMPAIGNS IN THE PROCESS OF CHANGING ATTITUDES
Although the issue of migration is no longer prominent in the media as it used to be in 2015-2016, it is still relatively current. The media play a key role in disseminating the information, especially on remote topics that the citizens cannot observe themselves in their social surroundings, as well as in the process of formation and/or promotion of a certain attitude - based on the nature of the media discourse, the recipient builds an implicit attitudes towards the subject, and particularly the subject of migrants-migration. The nature of the media discourse may negatively affect the process of integration of the refugees in Europe and contribute to the strengthening of prejudice among the citizens. In the media discourse context, the refugees were presented as safety risk regardless of their humanitarian needs, and other concerns related to religious and economic threats (Nová, 2016, p. 677). The type of media discourse changed in the individual waves of the migration crises, and the transition from migration control to migration management is evident in recent developments. In the first migration wave, i.e. in 2015, the security risk and cultural threats were the dominant communication strategy, in the second wave (2016 and 2017) the discourse on migration management prevailed, and in the third period (2018), an alternative concept of "effective solidarity" emerged - this idea was first presented in 2016 during the Slovak Presidency of the EU Council (Spálová - Szabo, 2017, pp. 528-538). As mentioned above, the discourse distributed by the media has a significant influence...