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Have a Break? A study on the networked public sphere during the Greenpeace Give the orang-utan a break campaign

Beckmann, Johanna LU (2012) SKOK01 20121
Department of Strategic Communication
Abstract
The rise of social media has brought with it new forms of civic engagement. This is a case study of the Greenpeace 2010 campaign Give the Orang-Utan a Break directed at Nestlé for its use of palm oil. The purpose of this case study is to analyse the discourse used in blogs during the Greenpeace campaign as well as to analyse the relationship be-tween different types of online content. The study applies a mixed methods approach, us-ing both qualitative document analysis and quantitative network analysis. Part of Green-peace’s strategy has been to single out Nestlé and a specific issue although this comes at the cost of not being able to discuss the greater picture. The study has shown that a major-ity of the analysed blogs were written by... (More)
The rise of social media has brought with it new forms of civic engagement. This is a case study of the Greenpeace 2010 campaign Give the Orang-Utan a Break directed at Nestlé for its use of palm oil. The purpose of this case study is to analyse the discourse used in blogs during the Greenpeace campaign as well as to analyse the relationship be-tween different types of online content. The study applies a mixed methods approach, us-ing both qualitative document analysis and quantitative network analysis. Part of Green-peace’s strategy has been to single out Nestlé and a specific issue although this comes at the cost of not being able to discuss the greater picture. The study has shown that a major-ity of the analysed blogs were written by public relations and communication profession-als, using their blog as an online sales pitch, seemingly to maximise their own self-interests. Another finding is that traditional online media, to a large extent, were used as a main source of information in blogs, rendering the network of blogs as a source of infor-mation complementary rather than as a substitute to traditional online news sources. (Less)
Abstract (Swedish)
Sociala mediers framväxt har fört med sig nya former av medborgardeltagande. Detta är en fallstudie av Greenpeaces kampanj Give the Orang-Utan a Break från 2010 som rikta-des mot Nestlé för dess användning av palmolja. Syftet med fallstudien är att analysera diskursen i bloggar under Greenpeacekampanjen och relationen mellan olika typer av tex-ter som publicerats online. Studien använder sig av en flerfaldig forskningsstrategi genom att applicera både kvalitativ dokumentanalys och kvantitativ nätverksanalys på fallet. En del utav Greenpeaces strategi har varit att peka ut Nestlé samt ett specifikt problemområ-de trots att det innebär att relaterade frågor inte diskuteras. Majoriteten av de analyserade bloggarna har skrivits av... (More)
Sociala mediers framväxt har fört med sig nya former av medborgardeltagande. Detta är en fallstudie av Greenpeaces kampanj Give the Orang-Utan a Break från 2010 som rikta-des mot Nestlé för dess användning av palmolja. Syftet med fallstudien är att analysera diskursen i bloggar under Greenpeacekampanjen och relationen mellan olika typer av tex-ter som publicerats online. Studien använder sig av en flerfaldig forskningsstrategi genom att applicera både kvalitativ dokumentanalys och kvantitativ nätverksanalys på fallet. En del utav Greenpeaces strategi har varit att peka ut Nestlé samt ett specifikt problemområ-de trots att det innebär att relaterade frågor inte diskuteras. Majoriteten av de analyserade bloggarna har skrivits av yrkesverksamma inom fälten public relations och kommunika-tion och bloggarna har använts som ett slags försäljningspitch som uppdateras regelbun-det, till synes för att maximera sina egenintressen. Ytterligare resultat har visat att tradi-tionella medier till stor del användes som huvudkälla till information i bloggar, snarare än att utnyttja nätverksstrukturen bland bloggar för att använda dessa som alternativ infor-mationskälla. (Less)
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author
Beckmann, Johanna LU
supervisor
organization
course
SKOK01 20121
year
type
M2 - Bachelor Degree
subject
keywords
arena model, Nestlé, Greenpeace, case study, networked public sphere, media logic.
language
English
id
2629512
date added to LUP
2012-08-29 10:51:26
date last changed
2014-09-04 08:36:18
@misc{2629512,
  abstract     = {The rise of social media has brought with it new forms of civic engagement. This is a case study of the Greenpeace 2010 campaign Give the Orang-Utan a Break directed at Nestlé for its use of palm oil. The purpose of this case study is to analyse the discourse used in blogs during the Greenpeace campaign as well as to analyse the relationship be-tween different types of online content. The study applies a mixed methods approach, us-ing both qualitative document analysis and quantitative network analysis. Part of Green-peace’s strategy has been to single out Nestlé and a specific issue although this comes at the cost of not being able to discuss the greater picture. The study has shown that a major-ity of the analysed blogs were written by public relations and communication profession-als, using their blog as an online sales pitch, seemingly to maximise their own self-interests. Another finding is that traditional online media, to a large extent, were used as a main source of information in blogs, rendering the network of blogs as a source of infor-mation complementary rather than as a substitute to traditional online news sources.},
  author       = {Beckmann, Johanna},
  keyword      = {arena model,Nestlé,Greenpeace,case study,networked public sphere,media logic.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Have a Break? A study on the networked public sphere during the Greenpeace Give the orang-utan a break campaign},
  year         = {2012},
}