| Abstract [eng] |
Green consumption has recently become a relevant topic not only in the foreign countries, but also in Lithuania. The media plays an important role in forming public opinion about green consumption, therefore thesis seeks to find out, how the media constructs and "frames" the green consumption in Lithuania, and how much attention does it pay for this matter. The objective of this master thesis is the discourse of green consumption in the media. The aim - to examine the discourse of green consumption in the media. Main goals of this thesis: to review the concept and theories of green consumption in the world and in Lithuania, and to explain the main theories of media influence, to discuss the concept of discourse and the opportunities of discourse analysis; to investigate the quantitative and qualitative content analysis and to determine, how green consumption discourse is presented in the media, on the basis of the analysis. From an analysis of the literature on the topic noted that green consumption is closely linked to eco-consciousness. According to various models of the environmental awareness, it was ascertained, that green consumption one of forms of behavior resulting from environmental awareness. With reference to various literatures it also turned out that the media plays an important role in environmental awareness by informing the public about environmental issues. In this case, the agenda setting and "frame" theories were selected as basic theoretical assumptions, on which the study was based. It was important to clarify the concept of discourse and capabilities of its analysis. It turned out, that the discourse is some kind of environment where the language and linguistic expressions are no longer only elementary reflections of communication; they become a conductor for cognition and perception to appear and allows to choose the ways of knowledge. Subject of green consumption in articles of journals was analyzed using quantitative and qualitative analysis methods. It led to the conclusions that there exist certain recurring story lines in articles, which frame by a certain way the discourse of green consumption. It should be noted that there dominates the narrative line based on green consumption. Media focuses on the eco-consciousness through green consumption. Master's thesis may be relevant for media and communication discipline teachers and students. |
