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Vem styr den gröna agendan? En kvalitativ studie om den diskursiva kampen kring hållbarhet

Litsberger, Linnea LU and Stenberg, Sofia (2018) SKOK11 20181
Department of Strategic Communication
Abstract
This essay aims to investigate the discourse of sustainability as portrayed by multiple actors in relation to H&M. The main focus is to distinguish the different discussions and to explore the relationship between the different actors in order to unveil possible power structures. The analysis of the study stems from agenda setting theory, framing theory and discourse theory, and the method used was a critical discourse analysis. The empirical material focuses on textual communication, for example, sustainability reports, news articles and blog posts. The analysis concerns the way actors express themselves through their tone of voice on the subject of sustainability and H&M. The outcome presents a way of viewing the interactions between the... (More)
This essay aims to investigate the discourse of sustainability as portrayed by multiple actors in relation to H&M. The main focus is to distinguish the different discussions and to explore the relationship between the different actors in order to unveil possible power structures. The analysis of the study stems from agenda setting theory, framing theory and discourse theory, and the method used was a critical discourse analysis. The empirical material focuses on textual communication, for example, sustainability reports, news articles and blog posts. The analysis concerns the way actors express themselves through their tone of voice on the subject of sustainability and H&M. The outcome presents a way of viewing the interactions between the three actors as a struggle for power. The analysis showed that the three actors all used power strategically in different ways to achieve separate, organisational goals, or to lead the other actors onto a path that was favourable to another actor. The intricate power structure built from these interactions between the actors all contributed to shaping and producing the overall discourse of sustainability. (Less)
Abstract (Swedish)
Denna uppsats ämnar undersöka hur diskursen kring hållbarhet gestaltas av flera aktörer i förhållande till H&M. Primärt fokuserar uppsatsen på att särskilja aktörernas olika positioneringar och undersöka interaktionerna mellan de olika aktörerna för att kunna
3
påvisa eventuella maktstrukturer. Analysen grundar sig i dagordningsteori, gestaltningsteori och diskursteori, och för att analysera empirin används en kritisk diskursanalys. Denna fokuserar på textuellt material som till exempel hållbarhetsrapporter, nyhetsartiklar och blogginlägg. Analysen behandlar sättet aktörerna uttrycker sig själva och den tonalitet som gestaltas i relation till ämnet hållbarhet och H&M. Resultatet presenterar ett sätt att betrakta interaktionerna mellan... (More)
Denna uppsats ämnar undersöka hur diskursen kring hållbarhet gestaltas av flera aktörer i förhållande till H&M. Primärt fokuserar uppsatsen på att särskilja aktörernas olika positioneringar och undersöka interaktionerna mellan de olika aktörerna för att kunna
3
påvisa eventuella maktstrukturer. Analysen grundar sig i dagordningsteori, gestaltningsteori och diskursteori, och för att analysera empirin används en kritisk diskursanalys. Denna fokuserar på textuellt material som till exempel hållbarhetsrapporter, nyhetsartiklar och blogginlägg. Analysen behandlar sättet aktörerna uttrycker sig själva och den tonalitet som gestaltas i relation till ämnet hållbarhet och H&M. Resultatet presenterar ett sätt att betrakta interaktionerna mellan aktörerna som en maktkamp. Analysen visade att de tre aktörerna alla strategiskt använder makt för att uppnå separata, organisatoriska mål eller influera andra aktörer till handlingar gynnsamma en själv. Den invecklade maktstrukturen framsprungen ur dessa interaktioner bidrar alla till att producera och reproducera den övergripande diskursen kring hållbarhet. (Less)
Please use this url to cite or link to this publication:
author
Litsberger, Linnea LU and Stenberg, Sofia
supervisor
organization
alternative title
Who runs the green agenda? A qualitative study of the discursive battle of sustainability
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
sustainability, discourse, agenda setting, framing, power, H&M, Greenpeace, The Guardian, hållbarhet, diskurs, dagordning, gestaltning, makt
language
Swedish
id
8945821
date added to LUP
2018-06-11 13:32:02
date last changed
2018-06-11 13:32:02
@misc{8945821,
  abstract     = {This essay aims to investigate the discourse of sustainability as portrayed by multiple actors in relation to H&M. The main focus is to distinguish the different discussions and to explore the relationship between the different actors in order to unveil possible power structures. The analysis of the study stems from agenda setting theory, framing theory and discourse theory, and the method used was a critical discourse analysis. The empirical material focuses on textual communication, for example, sustainability reports, news articles and blog posts. The analysis concerns the way actors express themselves through their tone of voice on the subject of sustainability and H&M. The outcome presents a way of viewing the interactions between the three actors as a struggle for power. The analysis showed that the three actors all used power strategically in different ways to achieve separate, organisational goals, or to lead the other actors onto a path that was favourable to another actor. The intricate power structure built from these interactions between the actors all contributed to shaping and producing the overall discourse of sustainability.},
  author       = {Litsberger, Linnea and Stenberg, Sofia},
  keyword      = {sustainability,discourse,agenda setting,framing,power,H&M,Greenpeace,The Guardian,hållbarhet,diskurs,dagordning,gestaltning,makt},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vem styr den gröna agendan? En kvalitativ studie om den diskursiva kampen kring hållbarhet},
  year         = {2018},
}