Sara Suleri

Den här uppsatsen syftar till att undersöka hur vegetariska kampanjer, som exempelvis Köttfri måndag, framställs i svenska tidningar. Detta sker genom en diskursanalys av tidningsartiklar från både lokala och rikstäckande tidningar samt av artiklar som enbart finns publicerade på internet. Uppsatsens teoretiska utgångspunkt är Foucaults tankar om diskursen och dess samband med makt och kunskap samt Laclau & Mouffes diskursteori. De tidningsartiklar som valts ut för analys har alla på något sätt kunnat relateras till vegetariska kampanjer. Under analysen har det insamlade materialet sorterats in under fem olika teman som de respektive artiklarna berör. Dessa teman är: politik, miljö, ekonomi, etik och hälsa. Resultaten visar att det, inom alla teman, har kunnat identifieras motstridiga diskurser som skiljer sig i sin framställning av vegetariska kampanjer och som använder sig av olika strategier i denna process. Ett av de mer intressanta resultaten visar på en tydlig skillnad i framställningen av vegetariska kampanjer mellan de två diskurser som identifierats inom det politiska temat. Vidare så anser vi att denna skillnad kan knytas till de politiska ideologierna liberalism respektive socialism och den motsättning avseende grundläggande värden som där föreligger. Något förvånande var frånvaron av artiklar under det etiska temat då de etiska implikationerna av köttätande förväntades spela en central roll i förespråkandet av vegetariska kampanjer. En slutsats som möjligtvis kan dras av detta är att vegetariska kampanjer bör betraktas som en del av miljörörelsen snarare än som en vegetarisk rörelse vilket namnet antyder. / This essay aims to study how vegetarian campaigns, for instance Meatless Mondays, are presented in Swedish newspapers. This is done by a discourse analysis of newspaper articles, which include both regional and nationwide newspapers, as well as articles that are only available through the Internet. The essays theoretical background stems from Foucaults thoughts on the discourse and its relation to power and knowledge as well as Laclau & Mouffes discourse theory. All of the articles that have been selected for further analysis are in some way related to vegetarian campaigns. In the analysis of the gathered material, the articles have been sorted under five different themes, which in some way relate to the subject matter of the different articles. These themes are: political, environmental, economical, ethical and health. The results show that several contradicting discourses can be identified in all of the themes. These discourses differ in their presentation of vegetarian campaigns and utilize different strategies in doing so. One of the more interesting results showed that there is a clear difference in how the two discourses, that were identified in the politics theme, presents vegetarian campaigns. Furthermore we believe that this difference can been linked to the two ideologies liberalism and socialism and more specifically to the way in which they differ in their primary values. Somewhat surprising was the absence of articles in the ethical theme as we were expecting the ethical implications of meat eating to play a central role in the advocating of vegetarian campaigns. A conclusion that one might be able to draw from this is that vegetarian campaigns should be viewed as part of the environmental movement rather than as a vegetarian movement that the name suggests.

Sustainable communication is intensively being done through social media platforms such as YouTube to create awareness among people. It is imperative to encourage people to adopt sustainable eating to have better health and a better environment—this research study aimed at analyzing the persuasive discourse in videos related to sustainable eating on YouTube. For this, the research has applied rhetorical analysis to three YouTube videos, focusing on the basic persuasive strategies: ethos, pathos, and logos. The analysis discussed how the speakers in these videos encourage their viewers to adopt sustainable eating. Through comparing these videos, the findings suggested what made the videos more persuasive and what weakened their ability to appeal to the audience. The results of the study contribute to the sustainable communicators who are willing to persuade their viewers to adopt sustainable eating.