Branding UNESCO: constructing organization image through audiovisual reprentations

Abstract

This research explores the means of constructing the image and brand of UNESCO through representations in the joint campaign between Always and UNESCO, Sisters for Education. The research material consists of five video clips of Senegalese women participating in the education programme provided by Always and UNESCO. The aim of the research was to find out what kind of image of UNESCO is constructed through the representations in the campaign videos.

The research is based on critical discourse analysis. The analysis follows the threedimensional conception of discourse introduced by Norman Fairclough. Through the analysis of text, I have analysed different subject positions given to the Senegalese women, Always and UNESCO, and to the audience. The analysis of discursive practices has enabled the analysis of the effect the format (advertisement), and the platform (Internet and social media) of the video clips have in constructing the representations and subject positions. Through the analysis of social practice, I have been able to locate and analyse the subject positions and representations in the contexts of development and development aid, othering and westernization, and globalization. Finally, I have analysed how these representations participate in constructing the image of UNESCO.

The research shows how meanings created through representations affect the image of an organization. It shows how the positioning of different agents, the format and platform, and the social context all affect the way the representations are interpreted, and how these meanings are related to the organization, which intends to forward a certain message.