Data

Framing perspectives and representational strategies of water insecurity in case-related marketing campaigns for clean water (2005 to 2018)

The University of Newcastle
Xu, Elaine
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ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rfr_id=info%3Asid%2FANDS&rft_id=1959.13/29916878.v3&rft.title=Framing perspectives and representational strategies of water insecurity in case-related marketing campaigns for clean water (2005 to 2018)&rft.identifier=1959.13/29916878.v3&rft.publisher=The University of Newcastle&rft.description=Qualitative content analysis was conducted of 177 visual campaigns (2005 to 2018) that used cause-related marketing as a fundraising strategy to seek donations for clean water projects. The campaigns were analysed in terms of their representational strategies relating to water insecurity, consumer purchases, and charitable beneficiaries (messaging focus, framing perspective, focus of representations, and communicative focus). The dataset contains one Microsoft Excel file in .xlsx format. It includes the descriptive codes (short text phrases) generated through data condensation and lists the descriptive codes against their corresponding messaging focus, framing perspective, focus of representations, and communicative focus.&rft.creator=Xu, Elaine &rft.date=2025&rft.edition=3&rft_rights= https://creativecommons.org/licenses/by-nc/4.0/&rft_subject=Consumption and everyday life&rft_subject=Environmental communication&rft_subject=International and development communication&rft_subject=Socio-economic development&rft_subject=Media studies&rft_subject=Culture, representation and identity&rft_subject=Communication studies&rft_subject=Poverty, inclusivity and wellbeing&rft_subject=framing&rft_subject=cause-related marketing&rft_subject=water insecurity&rft_subject=clean water&rft_subject=charitable fundraising&rft.type=dataset&rft.language=English Access the data
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Qualitative content analysis was conducted of 177 visual campaigns (2005 to 2018) that used cause-related marketing as a fundraising strategy to seek donations for clean water projects. The campaigns were analysed in terms of their representational strategies relating to water insecurity, consumer purchases, and charitable beneficiaries (messaging focus, framing perspective, focus of representations, and communicative focus). The dataset contains one Microsoft Excel file in .xlsx format. It includes the descriptive codes (short text phrases) generated through data condensation and lists the descriptive codes against their corresponding messaging focus, framing perspective, focus of representations, and communicative focus.

Issued: 15 08 2025

Created: 15 08 2025

Modified: 15 08 2025

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Subjects
Communication studies | Consumption and everyday life | Culture, representation and identity | Environmental communication | International and development communication | Media studies | Poverty, inclusivity and wellbeing | Socio-economic development | cause-related marketing | charitable fundraising | clean water | framing | water insecurity |

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