In this thesis, we seek to examine the concept of Richard H. Thaler and Cass R. Sunstein’s nudge theory, an approach to indirect choice manipulation coined in their 2008 book, ‘Nudge - Improving Decisions About health, wealth and happiness.’ This is accomplished by conducting two interviews; one with Pelle Guldborg Hansen, professor at Roskilde University and nudging-expert, and one with Lene Veilbæk, project manager of Copenhagen Municipality’s nudging-project, REN kærlighed til KBH, which is examined as a case. The case is analyzed through Foucault’s approaches to power by utilizing a governmentality analysis, which is augmented by Ernesto Laclau and Chantal Mouffe’s approach to discourse analysis. In conclusion, the thesis asserts that while the municipality’s campaign does problematize its use of nudging, from a poststructuralist perspective it is questionable whether it problematizes it enough. Lastly, it is established that nudging as a term can be defined as power in accordance with Foucault’s definition.
|Uddannelser||Basis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||14 jan. 2014|