Vem styr den gröna agendan? En kvalitativ studie om den diskursiva kampen kring hållbarhet
Sammanfattning: This essay aims to investigate the discourse of sustainability as portrayed by multiple actors in relation to H&M. The main focus is to distinguish the different discussions and to explore the relationship between the different actors in order to unveil possible power structures. The analysis of the study stems from agenda setting theory, framing theory and discourse theory, and the method used was a critical discourse analysis. The empirical material focuses on textual communication, for example, sustainability reports, news articles and blog posts. The analysis concerns the way actors express themselves through their tone of voice on the subject of sustainability and H&M. The outcome presents a way of viewing the interactions between the three actors as a struggle for power. The analysis showed that the three actors all used power strategically in different ways to achieve separate, organisational goals, or to lead the other actors onto a path that was favourable to another actor. The intricate power structure built from these interactions between the actors all contributed to shaping and producing the overall discourse of sustainability.
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