Chatelaine, Canada’s longest running women’s magazine (1928-present), has seen various changes in relation to women’s presence in society, specifically women’s health and bodies. The purpose of this study is to investigate the framing methods employed in the presentation of health content in relation to the evolution of feminism throughout this publication’s existence. Drawing upon Michel Foucault’s (1979; 1980) investigation of power, the body, and sexuality; Susan Bordo’s (1993b) feminist theorizing on the cultural meanings of the female body; Erving Goffman’s (1974) Frame Analysis; and further theoretical foundations of frame analysis by scholars in media and communication studies, this thesis examines the ways which health knowledge in Chatelaine aids in the empowerment and modernization of women. The research design of this thesis employs a quantitative media content analysis and qualitative semi-structured in-depth interviews to explore the presence and production of health content in this publication between 1928 and 2010. Findings demonstrate Chatelaine’s interaction with the feminist movement in Canada—as feminist initiatives and activism in Canada flourish, Chatelaine covers an increasingly broad and diverse body of health topics. The analyses reveal the sophistication in Chatelaine’s health content, which is evidenced in the employment of various journalistic techniques that aid in the development of an increasingly pervasive media text. In doing so, Chatelaine demonstrates its ability to empower women through current, clear, and concise health knowledge.

The contemporary North American believes that you can purchase happiness. We search in boxes labeled new and improved, looking for products that are forever bigger, stronger, and faster. We want these things because they will make our lives easier, make us look prettier, and bring us social acceptance. It is our social insecurities that blindly drive this lifestyle. Happiness cannot be sold, and we have become mindless in our consumption. It is in the heart of the suburban world where you can find the beginning of the end. It is the North American shopping mall. We created it as means to meet our demands for more convenient access to stores and services. Its design was manipulated, unapologetically perfected, and rigorously overproduced. The mall has replaced our town squares and main streets with fields of asphalt, yields of the same giant signs, neon lights and brand names. The public realm has been privatized and commercialized. The zombie apocalypse is upon us. The shopping mall stands among us as the reanimated corpse of the dead downtown and represents the loss of great space. Through horror films and personal inflection, a biography of the mall, and a literary dissection of its contemporaries, this thesis examines the misconceptions of North American public spaces through the shopping mall and branded culture. This thesis rediscovers the practise of creating great space through an architectural discourse of the Humbertown Shopping Centre. We desperately need spaces for the living. I argue for public spaces that serve no commercial intent, but rather nourish our desires for authentic human interaction.

Abstract Purpose: The aim of this thesis is to explore the impact of environmental friendly wine packageson wine consumption in Sweden. While there are many different factors influencing this issue,the overall focus of this thesis has been on the perception of the quality of 'Green wine packaging'on behalf of the consumers. Method: A quantitative approach in form of an online survey was followed by an qualitativeapproach in form of semi-structured interviews. While the quantitative approach was the mainapproach, the qualitative approach was used for further interpretation. Conclusions: Despite a great environmental awareness and a great engagement in recyclingactivities in Sweden, the results of this study shows that consumer prefer wine in traditional glassbottles. Quality is considered to be the most important element when purchasing wine and itappears that consumer perceive a low level of quality of wine in Green packages which in turnlowers their aesthetical and hedonic expectations. The quality of the wine appear also to be moreimportant than the environmental issue.

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Chatelaine, Canada’s longest running women’s magazine (1928-present), has seen various changes in relation to women’s presence in society, specifically women’s health and bodies. The purpose of this study is to investigate the framing methods employed in the presentation of health content in relation to the evolution of feminism throughout this publication’s existence. Drawing upon Michel Foucault’s (1979; 1980) investigation of power, the body, and sexuality; Susan Bordo’s (1993b) feminist theorizing on the cultural meanings of the female body; Erving Goffman’s (1974) Frame Analysis; and further theoretical foundations of frame analysis by scholars in media and communication studies, this thesis examines the ways which health knowledge in Chatelaine aids in the empowerment and modernization of women. The research design of this thesis employs a quantitative media content analysis and qualitative semi-structured in-depth interviews to explore the presence and production of health content in this publication between 1928 and 2010. Findings demonstrate Chatelaine’s interaction with the feminist movement in Canada—as feminist initiatives and activism in Canada flourish, Chatelaine covers an increasingly broad and diverse body of health topics. The analyses reveal the sophistication in Chatelaine’s health content, which is evidenced in the employment of various journalistic techniques that aid in the development of an increasingly pervasive media text. In doing so, Chatelaine demonstrates its ability to empower women through current, clear, and concise health knowledge.

Abstract TECO advertisements promote the use of natural gas as an energy source because it claims that natural gas is an environmentally responsible alternative to other sources of energy. However, these advertisements do not reveal the not-so-green process, namely hydraulic-fracturing, or fracking, by which natural gas is produced and the consequences that it can and does have on public health and the environment. Even though the conversation about fracking has been on the rise in recent years as certain companies and politicians have pushed for an increase in natural gas production, scholars have yet to examine the communicative strategies used by energy companies, such as TECO, to disregard the environmental dangers associated with fracking and present natural gas extraction as both environmentally friendly and safe for consumers. Although there are numerous ways of analyzing the relationship between communication and greenwashing, I chose to examine the rhetorical choices, both written and spoken, and image choices embedded in TECO's greenwashing advertisements for natural gas. The use of communicative strategies in TECO's advertisements aim to create a dominant discourse of green consumerism, which works to shape society's understanding of what it means to be a consumer who strives to be environmentally responsible. My analysis was informed by Stuart Hall's theory of Encoding and Decoding (1973) and his theory of representation (1997). I argue that TECO presents the dominant code of the green consumer and my analysis offers an oppositional reading. The use of grounded theory provided me with a viable method to analyze TECO's advertisements because I was able gather and analyze data from ten commercial advertisements, examine each individually for themes, and then discuss the ways in which TECO uses specific language, both written and spoken, and visual images, in its advertisements, in order to construct the meaning of natural gas and the identity of the natural gas consumer.

Advertising is a ubiquitous and substantial influence in consumerism, prompting psychological decision-making processes and behavioral consumerism. Selective marketing, advertising, and merchandising can only be successful when the processes within populations are identified and modified to fit the consumer. This paper examines psychological concepts surrounding the complex variables of decision-making. It will discuss relevant literature and empirical evidence that are imperative to further studies of behavioral consumerism. Such concepts that will be examined include: the elaboration likelihood model, regulatory focus theory, paradox of choice, as well as consumer variables such as influences of personality and maximizers versus satisficers. It then addresses these concepts through the lens of advertising and merchandising, and explores effective applications for behavioral persuasion and the implications for retailers.

This thesis assesses the viability of voluntary simplicity as part of the solution to the material culture that is pushing the planet beyond its carrying capacity without making us happier. Voluntary simplicity is a philosophy and way of life that emphasizes material simplicity, do-it-yourself projects, personal fulfillment, small-scale systems, and spending less time working. Described as “the quiet revolution” and “a life that is outwardly more simple and inwardly more rich,” voluntary simplicity is at once mainstream and countercultural. Voluntary simplifiers are mainly white, middle class, and well educated, and they come from all types of communities all over the US. Although many voluntary simplifiers hold environmental values, they are primarily motivated by personal concerns such as stress and discontent with the hectic cycle of work and spend. This thesis describes the strong tradition of simplicity in American culture and the philosophy and demographics of voluntary simplifiers. It analyzes voluntary simplicity within the context of the de-growth process society must undergo, and it discusses the class barriers that limit the movement’s wider accessibility.

Chatelaine, Canada’s longest running women’s magazine (1928-present), has seen various changes in relation to women’s presence in society, specifically women’s health and bodies. The purpose of this study is to investigate the framing methods employed in the presentation of health content in relation to the evolution of feminism throughout this publication’s existence. Drawing upon Michel Foucault’s (1979; 1980) investigation of power, the body, and sexuality; Susan Bordo’s (1993b) feminist theorizing on the cultural meanings of the female body; Erving Goffman’s (1974) Frame Analysis; and further theoretical foundations of frame analysis by scholars in media and communication studies, this thesis examines the ways which health knowledge in Chatelaine aids in the empowerment and modernization of women. The research design of this thesis employs a quantitative media content analysis and qualitative semi-structured in-depth interviews to explore the presence and production of health content in this publication between 1928 and 2010. Findings demonstrate Chatelaine’s interaction with the feminist movement in Canada—as feminist initiatives and activism in Canada flourish, Chatelaine covers an increasingly broad and diverse body of health topics. The analyses reveal the sophistication in Chatelaine’s health content, which is evidenced in the employment of various journalistic techniques that aid in the development of an increasingly pervasive media text. In doing so, Chatelaine demonstrates its ability to empower women through current, clear, and concise health knowledge.

The contemporary North American believes that you can purchase happiness. We search in boxes labeled new and improved, looking for products that are forever bigger, stronger, and faster. We want these things because they will make our lives easier, make us look prettier, and bring us social acceptance. It is our social insecurities that blindly drive this lifestyle. Happiness cannot be sold, and we have become mindless in our consumption. It is in the heart of the suburban world where you can find the beginning of the end. It is the North American shopping mall. We created it as means to meet our demands for more convenient access to stores and services. Its design was manipulated, unapologetically perfected, and rigorously overproduced. The mall has replaced our town squares and main streets with fields of asphalt, yields of the same giant signs, neon lights and brand names. The public realm has been privatized and commercialized. The zombie apocalypse is upon us. The shopping mall stands among us as the reanimated corpse of the dead downtown and represents the loss of great space. Through horror films and personal inflection, a biography of the mall, and a literary dissection of its contemporaries, this thesis examines the misconceptions of North American public spaces through the shopping mall and branded culture. This thesis rediscovers the practise of creating great space through an architectural discourse of the Humbertown Shopping Centre. We desperately need spaces for the living. I argue for public spaces that serve no commercial intent, but rather nourish our desires for authentic human interaction.