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Bli matsmart!: En retorisk och semiotisk analys av Gästrike återvinnares matsvinnskampanj
University of Gävle, Faculty of Education and Business Studies, Department of Humanities.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this paper is to study Gästrike återvinnare’s campaign to reduce food waste. The main purpose is to give a thorough presentation and analysis of how they attempt to convince the residents of Gävle to decrease their food waste. My choice of method is a combined rhetoric and semiotic. The primary framing of question is: what rhetoric and semiotic tools are used my campaign of choice and how does one succeed to communicate when parallelizing the results with theories and research about communication and campaign structure? The campaign will be analyzed with the rhetorical tools ethos, pathos, logos and stylistic figures as well as the semiotic tools consisting of denotation, connotation, signs, symbols and myth. This analyz will be followed by an evaluating discussion with the support of Lars Palm and Sven Windahl as well as Thomas E. Backer, Everett M. Roger, och Pradeep Sopory’s theories on environment communication and campaign structure.


The results show that the senders that are most frequently used are the local celebrities and the experts that help to draw attention to and spread knowledge on the subject of the campaign. In order to strengthen the sense of belonging among the receivers, more ordinary people could have been used. Humor, kindness, hope and reason are typically occurring feelings, but logos arguments can also be found as practical tips and facts. Somewhat more focus is on emotionally bases information, which is mainly suitable for a target group that is not as interested in the subject of the campaign. The logos arguments are appropriate for those who already take an interest in the subjet. They occur in the media channels that are characterized by the possibility of going back to and actively searching for information on one’s own, such as the brochure and website. Stylistic figures can be distinguished but also be used more frequently with a slight variation, so that the message is remembered more easily. When it comes to the choice of media channels, they are mainly characterized by a large reach and a variation that focuses on different target groups. However, more interactive medias, such as the breakfast lectures could be used in order to adapt the information to a larger extent, as well as to give feedback directly to the audience.


Place, publisher, year, edition, pages
2016. , 35 p.
Keyword [en]
Campaign, food waste, Gastrike atervinnare, rhetoric, semiotic.
Keyword [sv]
Gästrike återvinnare, kampanj, matsvinn, retorik, semiotik.
National Category
Media and Communications
URN: urn:nbn:se:hig:diva-21788OAI: diva2:940291
Subject / course
Media and communication studies
Educational program
Media and communication
Available from: 2016-06-21 Created: 2016-06-20 Last updated: 2016-06-21Bibliographically approved

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Turpeinen, Elina
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Department of Humanities
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