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Vill du ha en kopp kaffe?

Persson, Tove LU and Möller, Sandra LU (2015) SKDK02 20151
Department of Strategic Communication
Abstract
There are a lot of people drinking coffee in Sweden, a hot beverage with a special, bitter taste. When people first start drinking coffee, it is not unusual they force themself to consume this beverage and we came to discuss this phenomenon in words of personal identity. The purpose of this qualitative essay is to study the relationship between the personal identity and the consuming coffee behaviour. To collect our empirical material we used both qualitative netnograpghy and personal interviews as method. Our conclusion of analyzing the empirical data is that that the consumption acts as a communicative tool when the individual creates his or her personal identity. This is a process permeated by complexity and it can appear in a... (More)
There are a lot of people drinking coffee in Sweden, a hot beverage with a special, bitter taste. When people first start drinking coffee, it is not unusual they force themself to consume this beverage and we came to discuss this phenomenon in words of personal identity. The purpose of this qualitative essay is to study the relationship between the personal identity and the consuming coffee behaviour. To collect our empirical material we used both qualitative netnograpghy and personal interviews as method. Our conclusion of analyzing the empirical data is that that the consumption acts as a communicative tool when the individual creates his or her personal identity. This is a process permeated by complexity and it can appear in a consciously as well as unconsciously way. (Less)
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author
Persson, Tove LU and Möller, Sandra LU
supervisor
organization
course
SKDK02 20151
year
type
M2 - Bachelor Degree
subject
keywords
consumer, consumption behaviour, coffee consumption, personal identity, stereotypes, social identity theory, dramaturgical analysis, strategic communication
language
Swedish
id
5465157
date added to LUP
2015-06-12 08:09:29
date last changed
2015-06-12 08:09:29
@misc{5465157,
  abstract     = {There are a lot of people drinking coffee in Sweden, a hot beverage with a special, bitter taste. When people first start drinking coffee, it is not unusual they force themself to consume this beverage and we came to discuss this phenomenon in words of personal identity. The purpose of this qualitative essay is to study the relationship between the personal identity and the consuming coffee behaviour. To collect our empirical material we used both qualitative netnograpghy and personal interviews as method. Our conclusion of analyzing the empirical data is that that the consumption acts as a communicative tool when the individual creates his or her personal identity. This is a process permeated by complexity and it can appear in a consciously as well as unconsciously way.},
  author       = {Persson, Tove and Möller, Sandra},
  keyword      = {consumer,consumption behaviour,coffee consumption,personal identity,stereotypes,social identity theory,dramaturgical analysis,strategic communication},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vill du ha en kopp kaffe?},
  year         = {2015},
}