#MinØkoHistorie - Et speciale om, hvordan storytelling på Facebook kan øge opmærksomheden omkring økologi: Et speciale om, hvordan storytelling på Facebook kan øge opmærksomheden omkring økologi

Simone Barnekow Nielsen

Studenteropgave: Speciale


This study investigates how the use of consumers stories about ecology, using organic farm shops, on Facebook can create further awareness about ecology. Furthermore, the study investigates how the organization can involve their relations in the initiative, and what potential value can be obtained. Lastly the study investigates how the target group receives the communication initiative.
In order to investigate the above, participant observations in organic farm shops were conducted along with three semi-structured interviews with owners of farm shops in order to understand the field in which the stories revolve around, and to understand the stakeholder relationship between organic farm shops and Ecological-Land-Association. Also, a semi-structured interview with Ecological-Land-Association was conducted, in order to understand internal factors of the organization. Seven semi-structured interviews with consumers of organic food, using organic farm shops, were conducted in order to collect their stories about ecology using organic farm shops. Lastly, seven semi-structured interviews with the target group were conducted, in order to investigate their reception of the communication initiative.
From the stories, the study deduces narratives, which are to fulfill criterias from existing theories about narratology and storytelling. Moreover, relationsstrategy by Lars Sandstrøm (2012) is used to shed light upon how organizations can involve their relations and what benefits can be drawn. Lastly the multidimensional model by Kim Schrøder (2003) is used in order to understand the reception of the communication initiative.
The paper concludes: Storytelling can be used to create awareness about ecology by posting stories from consumers who use organic farm shops. Authentic stories that fulfill narratological criterias, with certain themes, deriving from the stories, are appealing to the emotions of the target group. The stories appeal to the target group for various reasons and leaves them more aware of the benefits of consuming organic, using farm shops. Furthermore, the study concludes that Ecological Land Association can involve their relations by making organic farm shops the face of ecology, and the context in which the stories derive from, and they can make consumers storytellers and ambassadors for the communication initiative.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato30 maj 2019
Antal sider84
VejledereTroels Fibæk Bertel


  • storytelling
  • økologi
  • Facebook
  • relationer