Abstract
The Alliance Française Minneapolis–St. Paul (AFMSP) is Minnesota’s only cultural center dedicated exclusively to the French language and francophone cultures. In recent years, participation in its programs and offerings has declined, threatening its financial sustainability. This project utilizes strategic communication research and theory to develop solutions that enhance AFMSP’s community engagement and relevance. A review of organizational performance data, industry reports, and local cultural trends revealed the need for more targeted and persuasive communication efforts. Using Framing Theory and Aristotle’s Theory of Persuasion, this project examines how messaging strategies can be designed to shape public perception and motivate action through ethos, pathos, and logos. Primary research consisted of interviews with AFMSP staff, other Alliance Française leaders, and executive directors from various cultural centers. Surveys were also conducted for both the AFMSP community and instructors. These insights informed the development of strategic objectives and a comprehensive communication campaign titled "Bonjour, Minnesota.” The campaign positions AFMSP as an accessible and enriching resource, inviting Minnesotans to experience French language and culture without leaving the state. The strategies aim to increase participation in events and courses, strengthen community ties, and establish AFMSP as a vital hub for cultural connection.
Date of Award
7-21-2025
Document Type
Thesis
Degree Name
Master of Arts in Strategic Communication
Department
Mass Communication
First Advisor
Stacey Kanihan
Location
Winona, Minnesota
Recommended Citation
Flygare, Ashley, "Parlez-vous Francais? You Betcha: Revitalizing a French Cultural Center by Connecting to its Minnesota Roots" (2025). Strategic Communication Master of Arts Thesis Projects. 12.
https://openriver.winona.edu/strat-comm-thesis-projects/12
Unique Identifier
WSUMCOMSTRATCOMM-ETD-2025-Flygare
Rights
All rights reserved by the author.
