This project seeks to provide an appreciation off how a single reality, namely that of mink farming in Denmark, can be perceived and communicated from two different stances. In doing so, the cooperative Kopenhagen Fur (KF) and the NGO Anima are scrutinized, as they the past decade have been disputing each other. The project illuminates how KF and Anima employ different communicative approaches to their stakeholders in the controversy over mink farming. The project also analyzes how these communicative approaches can be explained. The project is anchored in the social constructivist paradigm and primarily employs a qualitative and deductive method of analysis. This analysis is threefold and is based on Mitchell’s, Agle’s, and Wood’s Stakeholder Identification & Salience Theory, Fairclough’s Critical Discourse Analysis, and Bach’s and Blake’s Strategic Issue Framing Analysis. The first analysis concludes that KF’s and Anima’ shares the same salient stakeholders, the primary one being the Danish public. The second analysis leads to the identification of the central discourse in the respective organizations’ published texts in which KF primarily appeals to logic, whereas Anima appeals more to emotions. KF’s central discourse is identified as “Mink farming is an ethically sound and justifiable undertaking which contributes to a better Denmark.” Anima’s central discourse is: “Mink farming is an unethical and unsustainable undertaking which serves no other purpose than to harm the mink.” The discourse is influenced by the respective organization’s structure, values, and perception of reality, as well as its goal and wider societal elements. The final analysis concludes that KF and Anima employ various frames in order to highlight aspects of mink farming and the controversy surrounding it beneficial to them. It is concluded that KF’s and Anima’s communicative approaches vary greatly as a result of their organizational structures and goals, where KF represents a profit-driven organization with a pragmatic worldview. In contrast, Anima epitomizes an idealistic lobbying NGO.
|Educations||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Multikulturel Kommunikation i Organisationer), (Graduate Programme) Final Thesis|
|Number of pages||102|