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Att skapa miljömedvetenhet
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
To create environment awarness (English)
Abstract [en]

The aim of this study was to examine how UMEVA, a company responsible for taking care of the waste in Umeå municipalty, are communicating with their costumers and what their main message with their communication is. I wanted to analyse how UMEVA ́s goals regarding sustainable development and other environmental issues are reflected in their communication towards their costumers and how they are trying to create an environment awarness with their costumers.

The theories used in this essay are substantially based or developed from strucuralism. To find discourses in the material I used the theories of Saussure and Barthes regarding semiotics to discribe words, signs and pictures. To further discover discourses in the communication I have applied Foucaults, Mouffe and Laclau ́s theories to see how words collaborate to create a meaning. To investigate how UMEVA are directing their communication I have used Stuart Halls theories regarding encoding and decoding.

To find discourses I analysed the language and pictures that are used in the material using rethoric and discourse analysis, together with semiotic analysis. The material analysed are folders and a calender regarding recycling and re-using that are ment for UMEVA ́s costumers. I also analysed the information on UMEVA ́s website conserning their goals and policy ́s concerning the environment.

The results from the analyses show that the presence of the environment discourse is constant through the material. UMEVA are not clear regarding how to achieve their environmental goals, they are however constant throughout the material that their intent is to make the costumers recycle and be more aware of the environment. To convince the costumers UMEVA are directing the information towards the costumers using different kinds of techniques, first of all by using the word ”you” constantly. Another persuation technique is that they are aiming for the costumers conscience, the ability to make a difference for the future, and last but not least, the economic aspect with the opportunity to save money. The question that remains is if this kind of communication is effective on those not already aware of their impact on the environment. 

Keywords: communication, sustainable development, information, message 

Place, publisher, year, edition, pages
2016. , 32 p.
Keyword [en]
communication, sustainable development, information, message
Keyword [sv]
Kommunikation, hållbar utveckling, information, budskap
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-118175OAI: diva2:911776
Educational program
Programme in Media and Communication Studies
Available from: 2016-03-14 Created: 2016-03-14 Last updated: 2016-03-14Bibliographically approved

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Lindgren, Johanna
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