Through a social constructivist approach, this thesis investigates how the Danish consumers perception of the front-‐‑of-‐‑pack GDA label is fabricated through the discourses of the Danish Food and Drink Federation and the Danish Consumer Council. Taking a point of departure in a discourse analysis inspired by Laclau & Mouffe and the actantial model, it is analysed how the two actors construct competing discourses in order to further their understanding of GDA to the consumers through the public debate. The food industry, who created the label, wanted to show the consumers how GDA could guide and help them make informed decisions while shopping. The consumer council however, tried to warn the consumers about the label as they see it as too complex, confusing and potentially misleading. Later in the analysis I use the perspective of the negotiated economy to show how the food industry and consumer council through their communication, positions themselves in the debate in order to gain further influence. Through their communication and positions in the debate, they were in part able to define how GDA should be addressed. These two analyzes lay the foundation for a survey on the consumers knowledge and understanding of GDA as well as their attitude towards the label. And the results of the survey were analyzed in relation to the results of the previous analyzes conclusions. On the basis of these three analyzes, I found that the majority of the consumers in this thesis found GDA to be a useful label, although only a few uses it.
|Educations||MSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis|
|Number of pages||83|