The environmental organisation F/ACT Movement started as a reaction to the unsustainable business that the fashion industry represents. Their ambition is to change the fashion industry and give it a sustainable direction. They intend to accomplish this in collaboration with counties, universities and companies - but their prime audience is the consumers. The purpose of this essay was to study how F/ACT Movement engages their audience on social media around the subject sustainable fashion. In addition I aimed to examine how it can help them shape a strong community and long term public relationships. To attain the purpose of this study the theoretical framework includes theories of sustainability, consumption behavior and multimodal critical discourse analysis (MCDA). MCDA helped me analyze how F/ACT Movements structures language and visual text to engage the followers. Furthermore I added theories of social identity, communities on digital platforms and public relations. The method used in this essay was a multimodal discourse analysis, which intent is to study the meaning of how language and visual texts are constructed. Eight Instagram posts were studied and several patterns were found in the analysis. The results showed that F/ACT Movement engage their followers by using both a strong and confident language as well as visual symbols that benefits fashion as a sustainable lifestyle. Moreover they present sustainable facts and solutions which support the ideology of how a green lifestyle and consumption behavior can create a sustainable future. The results also showed that F/ACT Movement combines several different discourses in a complex way, which indicates that their vision is to contribute with a change on a social and cultural scale. Finally the results showed that F/ACT Movement values the dialog, community and relationship with their followers deeply. By inviting their followers to be a part of the group identity “sustainable consumers” they create a strong community. Furthermore they are communicating with an audience who already has knowledge and a high interest in sustainable fashion, which gives them a beneficial position to build strong public relations. In conclusion the study shows that F/ACT Movement uses a strong but friendly approach as a strategy to make the fashion industry a sustainable business.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-179556 |
| Date | January 2020 |
| Creators | Helleday, Cornelia |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0019 seconds