Det svære grønne liv - digital miljøkommunikation og bæredygtighed i et rituelt perspektiv

Marcin Ryszard Cabaj

Studenteropgave: Speciale


The purpose of this thesis is to explore, how web media that wish to inform and inspire to sustainable living can support people who are trying to live sustainably. This has been sought illuminated through an analysis of the relationship between media use, information needs and the challenges of sustainable living for the users of two Danish media, namely Grøn Forskel and Sustain Daily. Taking my starting point in the difference between communication as transmission and communication as ritual, I analyse the need for support faced by the users of these two media, and show, that for people trying to live sustainably, everyday life is characterized by a number of challenges and dilemmas. Some of these challenges pertain to how and where to get the information needed to act sustainably. Others pertain to coping with the strain of constantly trying to make sustainable choices in the face of busy and complicated everyday lives as well as to manage confrontations and negative responses from people, who do not support the sustainable lifestyle. This leads me to argue, that in order to support sustainably living individuals in their everyday lives, and to remain relevant to them, web media must offer more than information; affirmation and community are also needed to ensure continued user engagement. Thus, the overall conclusion of this thesis is that, to support users who want to live sustainably, web media that inform and inspire sustainable living should develop a ritual communication strategy.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato2 dec. 2019
Antal sider89
VejledereTroels Fibæk Bertel


  • Miljøkommunikation
  • Rituel Kommunikation
  • Kommunikation som kultur
  • Bæredygtighed
  • Klima
  • Miljø
  • Kvalitative interviews
  • Digitale ritualer
  • Webmedier
  • Digitale medier
  • Udfordringer
  • Kommunikation
  • Refleksiv Metodologi