#PurposeDriven: Visual sustainability communication within the motorsport industry
(2022) SKOM12 20221Department of Strategic Communication
- Abstract
- Sustainability is one of the main communication challenges that organizations face in the 21st century, and as the digitalization of communication has increased, so have the visual aspects of sustainability communication. The subject is rather new in general and has only recently grown within sports organizations such as motorsports. Therefore, there is little research, knowledge, and understanding of visual sustainability communication within this context. The purpose of this thesis is to contribute to the field of visual sustainability communication by studying how the motorsport industry uses visual tools in its sustainability communication. The study applies a qualitative case study method and analyzes three videos related to the FIAs’... (More)
- Sustainability is one of the main communication challenges that organizations face in the 21st century, and as the digitalization of communication has increased, so have the visual aspects of sustainability communication. The subject is rather new in general and has only recently grown within sports organizations such as motorsports. Therefore, there is little research, knowledge, and understanding of visual sustainability communication within this context. The purpose of this thesis is to contribute to the field of visual sustainability communication by studying how the motorsport industry uses visual tools in its sustainability communication. The study applies a qualitative case study method and analyzes three videos related to the FIAs’ (Fédération Internationale de l'Automobile) campaign #PurposeDriven. The analysis assumes a multimodal social semiotic perspective and studies how semiotic resources and visual framing is used in the empirical video material. It focuses on visual and auditory semiotic resources such as lighting, gaze, facial expressions, music, sound effects, and text. The results show that the semiotic resources are used to portray the organizations as leaders of sustainable change, to add or enhance certain values, and the visual framing is used to frame the narrative as positive and community related. As ambiguities can be assumed to exist within the limited research about visual sustainability communication, this thesis address some of those and contributes to the field with deeper understanding within a new context. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9086116
- author
- Persson, Emily LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- visual sustainability communication, motorsports, social semiotics, visual framing, stigmatized industry
- language
- English
- id
- 9086116
- date added to LUP
- 2022-06-27 14:23:34
- date last changed
- 2022-06-27 14:23:34
@misc{9086116,
abstract = {{Sustainability is one of the main communication challenges that organizations face in the 21st century, and as the digitalization of communication has increased, so have the visual aspects of sustainability communication. The subject is rather new in general and has only recently grown within sports organizations such as motorsports. Therefore, there is little research, knowledge, and understanding of visual sustainability communication within this context. The purpose of this thesis is to contribute to the field of visual sustainability communication by studying how the motorsport industry uses visual tools in its sustainability communication. The study applies a qualitative case study method and analyzes three videos related to the FIAs’ (Fédération Internationale de l'Automobile) campaign #PurposeDriven. The analysis assumes a multimodal social semiotic perspective and studies how semiotic resources and visual framing is used in the empirical video material. It focuses on visual and auditory semiotic resources such as lighting, gaze, facial expressions, music, sound effects, and text. The results show that the semiotic resources are used to portray the organizations as leaders of sustainable change, to add or enhance certain values, and the visual framing is used to frame the narrative as positive and community related. As ambiguities can be assumed to exist within the limited research about visual sustainability communication, this thesis address some of those and contributes to the field with deeper understanding within a new context.}},
author = {{Persson, Emily}},
language = {{eng}},
note = {{Student Paper}},
title = {{#PurposeDriven: Visual sustainability communication within the motorsport industry}},
year = {{2022}},
}