Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Post(human)Milk Generation: En studie om hur företaget Oatly ramar in hållbarhetsdiskursen
Stockholm University, Faculty of Humanities, Department of Media Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study examines how organizations and companies with transparent sustainability profiles aim to establish a relationship between brand, sustainability, and audience based on a theoretical framing perspective. To examine this; the study will limit itself by focusing on the Swedish company Oatly, and their external communications through digital channels and platforms.  According to Van Gorp and Van du Goot (2011: 374), frames serve as a way of explaining complex issues. Through framing a problem area, cause and other conclusions are highlighted. Frames thus function rhetorically – by convincing public opinion and control an audience through the media. Framing occurs in several contexts such as political, via news and advertising (Fairhoust & Sarr 1996).                                                       

The study limits it’s analysis to the company Oatly’s official profile on the digital platform Mynewsdesk. The empirical material consists of press releases published within a defined time frame; 5/6/2015–6/3/2017. The study is based on motivated theoretical assumptions; discourse, critical and posthumanist theory, as well as previously established research on the field - framing in relation to sustainability.                                       

The research method can be described as a qualitative content analysis based on main elements derived from discourse and semiotic framework. In addition, a framing analysis is applied to further present the result in the form of exemplified frames.               

The results of the study suggest, for example, that actors construct importance through framing – which integrates into sustainability discourse through social practices – thereby establishing a relationship between brand, problem area, and audience through a convinced public opinion that further interacts with and reproduces the discourse in question.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Critical theory, Content analysis, Digital, Frames, Framing theory, Media Discourse, Oatly, Post humanism, Press release, Sustainability
Keywords [sv]
Kritisk teori, Innehållsanalys, Digital, Frames, Framing, Mediediskurs, Oatly, Posthumanism, Pressmeddelande, Hållbarhet
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:su:diva-144251OAI: oai:DiVA.org:su-144251DiVA, id: diva2:1109813
Supervisors
Examiners
Available from: 2017-06-29 Created: 2017-06-14 Last updated: 2017-06-29Bibliographically approved

Open Access in DiVA

fulltext(844 kB)90 downloads
File information
File name FULLTEXT01.pdfFile size 844 kBChecksum SHA-512
c22e9c1de9f30f4f0ced1d0852fd7225087ac0462b9572211112ba9f2cf0b3d57179575e3e5872130c5e945599f39805b31f4b8c02db8173e0972c7d9f9cd91c
Type fulltextMimetype application/pdf

By organisation
Department of Media Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 90 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 770 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf