Diversity and Inclusion (D&I) is a topic of increasing importance in the private andpublic sectors. The reason behind growing investments in D&I can be found in thebeneficial effects of embracing and implementing D&I policies for public and privateorganisations. Indeed, D&I has multiple positive effects in terms of economic returns,productivity, creativity, attractiveness, reputation, employees’ wellness, and visibility.In May 2021, the Directorate General (DG) of the European Commission specialised injustice, consumer rights and gender equality (DG Justice) organised the EU DiversityMonth, aimed at raising awareness about the importance of D&I in the workplace. Theprogramme included many initiatives, and part of the campaign took place on socialmedia. #EUDiversityMonth and #UnionOfEquality were the two hashtags dedicated tothe campaign on social media by DG Justice. This research analyses the content sharedon Twitter using these two hashtags during the entire month of May 2021 by theofficial account of Helena Dalli, EU Commissioner for Equality, and the official accountof the European Commission's Justice and Consumers DG. This sample represents agood reference for the analysis of D&I representation and EU social mediacommunication, despite the fact that a low number of tweets were posted, showing anunderuse of social media as a strategic tool for communication for social change.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-54737 |
| Date | January 2022 |
| Creators | Marozzi, Marianna |
| Publisher | Malmö universitet, Fakulteten för kultur och samhälle (KS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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