This project concerns itself with the communicative strategies of a volunteer-based organisation, using Foodsharing Copenhagen as a case study. Through a data collection consisting of two expert interviews, voxpop interviews, ethnographic notes and a survey, the project uncovers how the goals of the organisation have been defined as aiming to minimise food waste in private homes. The data furthermore enabled a research into what extent they convey these goals to their target audience as well as how such a strategy can be optimised.
With point of departure in the sociopsychological tradition within communication, the theoretical framework contextualises this project’s research within the Anthropocene era, using the principles of Resilience Thinking, Broaden Participation and Encourage Learning to understand what significance the issue of food waste has in ‘The Age of Man’ and how Foodsharing Copenhagen can utilise these principles to reach their goals. From there, strategic communication theories such as The Balance Theory, TRA and TPB were used to understand in what way it is possible to create behavioural change and how awareness of food waste prevention can be increased. The project concludes that an understanding of human behaviour and a structured educating strategy that is communicated clearly can inspire motivation in the volunteers in the organisation and ultimately assist in the achievement of their goals.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||28 maj 2018|
|Vejledere||Remzi Ates Gürsimsek|
- Kommunikation, madspild, adfærdsændring