Simple Feast - in Benefit of Their Own Benefit: An Analysis of Simple Feast’s Communication Strategies

Freja Anneberg Poulsen

Student thesis: Master thesis


This Master's thesis investigates what Simple Feast understands by sustainability and what consequences this has for understanding their own climate awareness as well as their consumer’s.
By combining social constructionism with the governmentality perspective of Michel Foucault and the critical discourse analysis by Norman Fairclough, I get the opportunity to investigate which discourses emerge in the communication from Simple Feast. Thus, with the analysis strategy, the project finds three discourses in the communication of Simple Feast; the factual climate discourse, the sustainable future discourse and the responsible self-management discourse. All three discourses seem to appeal to the reader's emotions, as evidenced in the linguistic analysis of the empiricism.
The self-management discourse plays a significant role in the communication from Simple Feast, as it gives the organization the opportunity to take responsibility for itself, as an organization, through the self-management of the consumer. Furthermore, the discussion finds the paradox between the organization as climate movement and as economic company. This is how Simple Feast demonstrates how important it is that they continue to have their customers and receive higher earnings so that by this can act responsibly on the future of the climate. Thus, they have a special obligation to act responsibly to make it all come together, by making their climate movement dependent on outside earnings in the form of paying customers. From this, the construction of the identity arises for us and them. It is through them that Simple Feast creates a responsible and irresponsible subject. The meat eater is made irresponsible and is represented in a negative light, by Simple Feasts. Through the irresponsibility, Simple Feast gets the opportunity to be responsible. It is through this contrary the organization must equate itself with the responsible and the legitimate, in order to demonstrate their understanding of sustainability and their constructed responsibilities. Furthermore, a legitimacy is built up by the organization, which is constructed on the organization’s contribution to the climate, through their own constructed understanding of sustainability. It is with this contribution that they try to represent themselves as a responsible and legitimate contributor to the climate of the future.
By creating a narrative that deals with which act is correct in the climate change problem, I observe Simple Feast to fulfill its own responsibility through self-management through their customers.

EducationsMSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis
Publication date2020
Number of pages77
SupervisorsAnders la Cour