budskabsform

Budskabsform is a Danish concept used in communication and media studies to refer to the structural and stylistic features that shape how a message is delivered and perceived. It is distinct from the message content (“budskabsindhold”), focusing instead on the linguistic, rhetorical and medium‑specific choices that give a communication its identity. The term is often employed in analyses of political speeches, advertising, journalism and online content.

In practical terms, budskabsform encompasses the genre of the discourse (for example, narrative, argumentative, expository or persuasive), the use of rhetorical devices such as metaphor, repetition or emotional appeal, and the modality of delivery (spoken, written, visual, audiovisual). Scholars also examine how the form interacts with the intended audience and the social context. For instance, a political speech uses a formal, persuasive form with causal arguments and emotive diction, whereas a news article adopts an information‑laden, objective form that prioritises clarity and neutrality. In advertising, budskabsform tends toward short, emotionally resonant, copy‑heavy structures designed for rapid consumer response.

The study of budskabsform is found across Danish media science literature, where researchers such as Rasmus Lund Gravgaard and Anna True move beyond mere content analysis and assess how structural choices affect audience reception. Comparative works show that while the function of a message can be similar across languages, its budskabsform adapts to cultural norms and media conventions. By analyzing form, researchers can trace patterns of persuasion, credibility, and engagement in contemporary communication landscapes.