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Att konstruera naturen: En kvalitativ studie av Volvos Human Made Stories
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay aims to investigate how constructions of nature is conveyed through Volvos Human Made Stories, and what possible effects these constellations might have on a global discourse of environmental issues. Human Made Stories was first published in 2016 and is a series of short films, which according to Volvo seek to inspire it's viewers. By analyzing two of these stories I wish to exemplify how storytelling is used in sales and marketing today. Social constructionism constitutes the scientific basis throughout this essay which main characteristic is to view the world as built by social constructions. In this context, portrays of nature is seen as constructions of reality and nothing else. Previous studies by Fuentes, Helmfrid, Ganetz and Hansen shows how nature has been portrayed in different contexts such as marketing practices, television shows and through the ideological relationship between human and nature. Their work contributes to an understanding of how nature has been and still is portrayed through human eyes and how nature in contexts as these should be seen as constructions and not as a definition of reality. The methods used is a mixture of qualitative approaches where narrative analysis and semiotic tools constitutes a combinational toolkit for establishing how nature is narrated in the two stories. The main theory used is a typology, originally made by Christian Fuentes in his study How Green Marketing Works - Practices, Materealities and Images (2015).  In the study Fuentes localize how different types of nature is portrayed in a context of selling environmental-friendly outdoor products. In addition to Fuentes typology, the concepts of naming, consending symbols and re-framing is used to identify how companies such as Volvo uses different tools to communicate a green profile and a sustainable company. The study shows that the nature in Nemos garden and Maria and Josefin is portrayed in a vary of different ways, mainly represented as fragile and impressive, but also as problematic and as a threat. Nature is also portrayed through narrative roles such as the object, the sender but also the enemy. The constructions of nature is a result from narrative events, where humans constitutes the central role as subjects and where nature is understood as a human object. Keywords Constructions of nature, construction,  nature, story, Volvo, film, narrative analysis

Place, publisher, year, edition, pages
2018. , p. 29
Keywords [sv]
Naturkonstruktioner, konstruktion, natur, berättelse, Volvo, narrativ analys
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:su:diva-157128OAI: oai:DiVA.org:su-157128DiVA, id: diva2:1216156
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Available from: 2018-08-06 Created: 2018-06-11 Last updated: 2018-08-06Bibliographically approved

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CiteExportLink to record
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