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1	Elbilen och den gröna marknadsföringsparadoxen : En kritisk multimodal diskursanalys av elbilsreklam / The Electric Car and the Green Marketing Paradox : A Critical Multimodal Discourse Analysis of Electric Car Advertising Eriksson, Ida January 2023 (has links) Hur bidrar reklamfilmer till att producera och reproducera klimatdiskurser i samhället? Genom att undersöka tre svenska reklamfilmer som marknadsför elbilar syftar studien till att öka förståelsen för hur reklam samspelar med allmänhetens åsikter om miljöfrågor. De aktuella bilmärkena är Kia, Volkswagen och Volvo. Utifrån teoretiska perspektiv om grön kapitalism, gröna utopier och industriell fatalism strävar studien efter att avslöja de diskurser som är aktuella i reklamfilmerna, samt att avslöja de strategier som fordonsindustrin använder för att positionera elbilar som lösning på klimatkrisen. Studien använder en kritisk multimodal diskursanalys för att analysera reklamfilmernas visuella, auditiva och textuella element. Resultaten erbjuder värdefulla insikter för marknadsförare, beslutsfattare och forskare som är intresserade av samspelet mellan reklam och hållbara diskurser, samt bidrar till fältet för miljökommunikation. / How do commercials contribute to producing and reproducing climate discourses in society? By examining three Swedish commercials that market electric cars, the study aims to increase the understanding of how advertising interacts with the public's views on environmental issues. The car brands are Kia, Volkswagen and Volvo. Based on theoretical perspectives on green capitalism, green utopias and industrial fatalism, the study aims to reveal the discourses that are embedded in the commercials, as well as to reveal the strategies that the automotive industry uses to position electric cars as a solution to the climate crisis. The study uses a critical multimodal discourse analysis to analyze the commercials' visual, auditory and textual elements. The results offer valuable insights for marketers, policy makers and researchers interested in the interplay between advertising and sustainability discourses, as well as contributing to the field of environmental communication. Electric vehicles Car commercials Green capitalism Green marketing Multimodal discourse analysis Environmental Communication Elbilar Bilreklam Grön kapitalism Grön marknadsföring Multimodal diskursanalys Miljökommunikation Cultural Studies Kulturstudier
2	Les formes d'adhésion au discours sur les créatifs culturels : approche sociologique de la diffusion d'une croyance dans le capitalisme vert / Forms of adherence to discourse on "Cultural Creatives" : a sociological approach to the dissemination of a belief in "green capitalism" Blorville, Gwenhaël 20 June 2017 (has links) Cette thèse a pour objet les formes d'adhésion au discours sur les « Créatifs Culturels », saisi comme courroie de transmission dogmatique du « capitalisme vert ». À la croisée de la sociologie de l'engagement, de l'écologie et de l'étude des croyances, la thèse retrace, dans un premier temps, la construction sociale, au sein de la configuration sociale du « capitalisme vert », d'un « mouvement entrepreneurial » réformiste. Apparu au début des années 1990, ce mouvement est engagé dans un travail d'imbrication entre des valeurs New Age et écologiques et d'autres propres au champ économique. Dans un deuxième temps, l’enquête de terrain, qui s'appuie sur la réalisation d'entretiens biographiques auprès d’acteurs engagés dans la diffusion de ce discours, montre comment la mise en pratique de cette idéologie fait l'objet de positionnements sur un continuum allant d'un pôle dogmatique à un pôle utilitariste, ces logiques de sens résultant in fine de socialisations hétérogènes / This thesis deals with the forms of adherence to the discourse on « Cultural Creatives », grasped as a strap of dogmatic transmission of « green capitalism ». At the crossroads of sociology of commitment, ecology and the study of beliefs, the thesis first traces social construction within the social configuration of « green capitalism », of reformist entrepreneurial movement. Appearing in the early 1990s, this movement is engaged in a work of interweaving between New Age values and other ecologies specific to the economic field. In a second phase, the field survey, which is based on the production of biographical interviews with a cast committed to the dissemination of this discourse, shows how the putting into practice of this ideology is the subject of positioning a continuum going from an area of belief to a utilitarian one, resulting in ultimate heterogeneous socialisations Créatifs culturels Capitalisme vert Développement durable New Age Engagement associatif Engagement professionnel Entretiens biographiques Socialisations Trajectoire sociale Cultural creatives Green capitalism Sustainable development New Age Volunteering Professional commitment Biographical interviews Socialisations Social trajectory
3	"It Doesn't Need to be Industrial Strength": An Analysis of Women's Adoption of a Chemical-Free Lifestyle Vidug, Kristina 23 December 2011 (has links) This thesis seeks to uncover women’s concerns about chemicals in the household, and, more specifically, in cleaning products. The research is based on semi-structured interviews with women who are primarily responsible for household cleaning and who consciously avoid conventional cleaning products. From a sociological standpoint, the topic remains unstudied. The women were critical of greenwashing and the institutions responsible for chemical regulation. Further, the women’s chemical-free lifestyle defied conventional definitions of activism. Sociological theories of risk are used to help understand women’s avoidance of chemicals. It was found that tenets of the precautionary principle were reflected in their reasoning for avoiding chemicals. Recent biomonitoring and body burden studies have influenced women’s knowledge of chemical risk and their decision to avoid them. The thesis demonstrates that risk-management, in this context, has become an individualized pursuit reflective of the neo-liberal ideology informing chemical regulation. / Canadian Institutes of Health Research cleaning products domestic work conventional cleaning products environmental activism sociology of risk risk precautionary principle biomonitoring body burden neo-liberalism chemical regulation green consumerism precautionary consumption inverted quarantine recreancy environmental risks passive activism relational activism risk management New Corporate Environmentalism green capitalism greenwashing feminist methodology reflexivity positionality

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