• Mariane Lithen Mickelborg
6. sem, Bachelor i Biblioteks- og informationsvidenskab
Background and objectives: This bachelor-project is about visual argumentation and mediation in relation to the campaign of Danske Bank's 'New Standards' 2012. Including their use of the Occupy Wall Street Movement's iconic image, which is presented as a 'new normal' a new zeitgeist, and will here be assessed through a tripartite (comparative) analysis. The objective of this project is to illustrate, how the image can be seen as a relational phenome-non? How the context and the consignor culture have consequences for the image's perfor-mativity and process? As well as how the document is being translated into the context of an open network?

Methods and theory: The following paper consists primarily on interactionism-constructivism as a conceptual framework, related to the functions: institution/context, interaction/process as well as standardization/fact, according to 'Qualitative methods in an interactionist perspective', by Mik-Meyer et al. (2008). The cultural context is initially represented, as a snapshot of the co- and countercultures, and there conceptual starting point, as basis for the various analyzes. The image analysis is influenced by Roland Barthes (1964), and concerns image semiotics. Here combined with a qualitative interview/expert testimony, in order to gain a deeper understanding in countercultures and visual symbolism. The document analysis is found throughout explorative search, focused on the 'New Normal' theme of relevance criteria. The theoretical basis is based on Actor-network theory, primarily described by Bruno Latour, Manuel Castells and the theory of The Network Society, as well as theory and method in more recent cultural studies and themes.

Analysis and conclutions: In conclusion, the selected empirical research (the advertising of Danske Bank) is not above criteria for truthfulness, even when the meaning is a relational phenomenon. The document can be seen as substantive articulation of a 'New visual Normal'. It’s translated through the mediated public communication, which inter alia in this case, activates a story about diversity, community, activism, marketing strategy and accountability. The conclusion is, that the 'New Normal'-concept cannot be controlled, and thereby creates transparency as a consequence of processes and messages in open network, which Danske Bank (as well as the Occupy-movement) must find an actionable answers to. Although a picture can create change – change is not done by image alone.
Udgivelsesdato23 maj 2013
Antal sider32
Udgivende institutionDet Informationsvidenskabelige Akademi


  • 'Occupy bank branding' billedet, billedets argumentation omkring ny normalitet