Fair kommunikation i en digital tidsalder: Et empirisk studie af hvordan unge voksne mellem 20-28 år forstår og vurderer fairness i digital kommunikation

Abstract

This MA thesis explores how fairness is understood by young adults in a digital age, focusing on the concept of ‘fairspeak’ and how young adults’ perceptions of fairness reflect the social, discursive, and legal frameworks that shape their understanding. The study investigates how fairness in communication can be assessed in a modern digital context, where the boundaries between sender and receiver are increasingly fluid. The research employs a qualitative methodology, including focus groups with young adults aged 20-28, to gather data on their experiences and reflections regarding fairness in digital communication. This MA thesis shows that fairness is not a fixed concept but rather a dynamic, context-dependent phenomenon. The analysis of communication forms such as influencer marketing, clickbait, and nudging demonstrates that fairness is not only about what is communicated but also how it is communicated. Transparency, intention, and context are critical elements in how fairness is perceived. Fairness is negotiated in the tension between legislation and ethics, sender and receiver, and expectation versus reality. A key outcome of this study is the development of models for contextual fairness and fairness as a scale, offering a framework to understand communicative fairness in today’s media landscape. The study concludes that fairness in communication must be understood as both an ethical ideal and a practical guide, helping to ensure balance and responsibility in modern communication for the benefit of both senders and receivers.