NRK TV-aksjonen. The Norwegian self-perception and world image

Abstract

TV-aksjonen is an annual telethon hosted by the Norwegian state-channel NRK. Since 1974, the telethon ́s aim has been to fundraised money for humanitarian purposes, and enlighten the Norwegian people about world issues. This thesis examines the role TV-aksjonen plays in the Norwegian self-perception. Further, the aim of this project has also been to identify the possible consequences for how the Norwegians perceive the world through the lens of TV- aksjonen. The concepts of collective identity, cosmopolitanism and power have provided the theoretical framework for this project. These theoretical concepts, and through qualitative interviews and analysing of commending speeches for TV-aksjonen I have examined the role TV-aksjonen plays in the Norwegian self-perception and its representations of the world. The analysis show that TV-aksjonen plays a role in Norwegian self-perception to gather the Norwegian people under the national collective identity of being a good and generous. In order to maintain or even create this collective identity, my findings show that TV-aksjonen uses common references points such the Norwegian tradition to volunteer. Further, my findings imply that TV-aksjonen is duplex. On the one side TV-aksjonen is based on an altruistic idea, and can be stated is held for a they, who will benefit from the money. On the other side, TV-aksjonen is also held for Norwegians to have the opportunity to reflect or even confirm their Norwegian self-perception of being good and generous.