This project examines how danish skincare manufactorers apprehend the certification, Den Blå Krans, and how they contruct these apprehensions through discourse. The project is based on three semi stuctured interviews with three different manufactorers whom do not use the certification. This is investigated through a discourse analysis based on Jonathan Potter og Margaret Wetherwells theory on discourse psychology. Furthermore the project includes positioning theory by Rom Harré, Bronwyn Davies, Luk van Langenhoves and Fathaki Moghaddam to analyze how the manufactures are positioning themselves compared to Den Blå Krans. Hereby the analysis found a number of diverse discourses, the manufactorers draw on in their comprehension of Den Blå Krans.
This project concludes that there are several reasons why the skincare manufactorers in question does not apply Den Blå Krans on their products. We have identified these reasons as the certifications costly price, different ideas of true knowledge and the manufactorers abillity to create reliability around their organisation and brand on their own.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||20 dec. 2016|
|Vejledere||Karina Mosegaard Willumsen|
- Den Blå Krans