This dissertation examines the communication by the Confederation of Danish Industry with the object to examine the polyphony that confront and challenge the organisation. The theoretical optic of this thesis is based on Ernesto Laclau and Chantal Mouffe’s discourse theory, a theoretical framework which provides an insight into how various positions try to affix a certain meaning to the concept of green growth. These positions generate distinctive institutional issues that affect the Confederation of Danish Industry. The concept of universality and particularity is found to be the main issue for the organisation in their communication. This establishes the matter of cutting members who no longer feel represented by the project, while, on the other hand, establishing the issue of being too universal to have power in the political sphere, despite the size of the organisation.
The thesis is divided into two dissimilar analyses that help examine the research question. Part one examines how green growth is articulated and how the communication contains populism. Part two examines how discursive struggles arise internally within the Confederation of Danish Industry.
The thesis concludes that different demands of green growth are found within the organisation. Furthermore, the communication of green growth contains a relatively high degree of populism. Finally, several distinctive positions try to influence the meaning of the concept of green growth within the organisation. These factors combine to generate institutional issues for the organisation.
|Educations||MSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis|
|Number of pages||90|