Framing sustainable lifestyles : organic consumption in a women's magazine

DSpace/Manakin Repository

Show simple item record

dc.contributor.advisor Siltaoja, Marjo
dc.contributor.author Sarja, Sessa Milla
dc.date.accessioned 2017-06-25T21:14:42Z
dc.date.available 2017-06-25T21:14:42Z
dc.date.issued 2017
dc.identifier.other oai:jykdok.linneanet.fi:1704195
dc.identifier.uri http://hdl.handle.net/123456789/54664
dc.description.abstract Forms of sustainable lifestyles and more responsible ways to consume have become more popular in recent years. This is reflected also in that mainstream media discusses about sustainability. Similarly, there is a growing interest on organic produce, the organic market has grown steadily from the turn of the century. Due to the growing popularity of sustainability, the way media communicates about the issue, is of interest. This thesis studied how women’s magazines communicate about sustainable lifestyles, and sustainability in general. Especially, how the use of organic goods is reasoned and presented in a magazine is studied. The aim of the thesis was to uncover the frames, which the magazine used to communicate their view on organics. The study was conducted as a qualitative document analysis with a longitudinal approach. The theoretical framework was built on the concepts of sustainable lifestyle and analysed by the frame analysis method. Particularly, the frame devices presented by Robert Entman were utilised in analysing the data. Research data was derived from a Finnish women’s magazine MeNaiset. The data presented a mainstream media outlet, reflecting the views of the Finnish society. The results suggest that organics are associated with health, ethics, trends and presented also as options. The findings support a common view that women’s magazines mostly focus on promoting sustainable lifestyles by means of green consumerism. Their motives rise from the need to support the current status quo i.e. society’s support of consumer culture. This study contributes to the knowledge that currently women’s magazines tend to maintain the status quo and fail to communicate sustainability in a way, which would be more sustainable in long term. en
dc.format.extent 1 verkkoaineisto (78 sivua)
dc.language.iso eng
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights openAccess fi
dc.subject.other sustainable consumption
dc.subject.other organic
dc.subject.other women's magazine
dc.subject.other frame analysis
dc.title Framing sustainable lifestyles : organic consumption in a women's magazine
dc.identifier.urn URN:NBN:fi:jyu-201706263037
dc.subject.ysa naistenlehdet
dc.subject.ysa elämäntapa
dc.subject.ysa eettisyys
dc.subject.ysa kestävä kulutus
dc.subject.ysa luomutuotteet
dc.subject.ysa kuluttajakäyttäytyminen
dc.subject.ysa kehysanalyysi
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Kauppakorkeakoulu fi
dc.contributor.tiedekunta School of Business and Economics en
dc.contributor.laitos Taloustieteet fi
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yritysten ympäristöjohtaminen fi
dc.contributor.oppiaine Corporate Environmental Management en
dc.date.updated 2017-06-25T21:14:42Z

This item appears in the following Collection(s)

Show simple item record