In recent years there has been an increasing focus on climate change and how we can live more environmentally friendly. However, this focus has mainly been on the transportation and energy sectors, even though our food production has a greater impact on our environment, accounting for roughly 25% of all greenhouse gas emissions; for this reason the main focus of this work is to take a look at campaigns that deal with reducing meat consumption. This thesis looks at how campaigns that emphasise the importance of a plant-based diet have chosen to communicate this importance, and how their discourse is structured around three central themes. In the analysis of the campaigns, where four different campaigns from Denmark’s largest vegetarian organisation were chosen, and three films from three different film directors, it is shown that there are three general themes in the discourse aimed at convincing people to become vegetarian. These themes revolve around issues pertaining to the environment, health and animal rights. The first part of the thesis is a discourse analysis based on Ernesto Laclau’s discourse theory in a social constructivist paradigm. This first analysis shows how the different campaigns (I configure the films as standalone campaigns as well) try to convince people of the perceived dangers in meat consumption and production, within a hegemonic mind-set of meat being perceived as essential in a healthy and balanced diet. After the first analysis, a second analysis follows, where the effects these campaigns have on various people who profess to being meat eaters (chosen randomly) are shown, using William J. McGuire’s communication matrix. The second analysis, which is of the observed effects, is based on questionnaires and measured both short-term gains and long-term gains in relation to a more vegetarianbased diet and attitudes towards “Meat Free Mondays”, the concept by which one, refrains from eating any meat one day or more a week. This second analysis also shows which arguments are most successful when attempting to convince people who eat meat, to eat less meat. Lastly, this thesis demonstrates that in order to convince people who eat meat to eat less meat, emotions and health related arguments are the most effective tools in achieving a change in behaviour.
|Educations||MSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis|
|Number of pages||94|