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Andtbacka, Hanna, 2020. Public advocacy for the Swedish forest-based bioeconomy : a social constructionist analysis of the Swedish Forest initiative. Second cycle, A2E. Uppsala: SLU, Dept. of Urban and Rural Development

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Abstract

During the last decade bioeconomy has been presented as a possible solution to the decoupling of the economy’s dependence on fossil fuels. In a Swedish context, the forest sector has emerged as a significant arena of interest and the industry has been defined as a driving agent in the transition. In the light of this, efforts have been made to market the Swedish forest as an attractive resource in order to gain the attention of the public. The purpose of this study is to examine how the dominant forest actors strategically communicate the bioeconomy through the Swedish Forest initiative. Using a social constructionist perspective and a diverse set of concepts streaming from discourse analysis, semiotics and rhetoric the campaigns of the initiative could be explored. The results show that the dominant forest actors formulate a story that portrays the forest as a climate solution and further enforces production interest while neglecting environmental aspects. Additionally, the industry positions itself as essential in a transition towards a forest-based bioeconomy, while marginalizing actors with competing interests such as ENGOs and indigenous Sámi people.

Main title:Public advocacy for the Swedish forest-based bioeconomy
Subtitle:a social constructionist analysis of the Swedish Forest initiative
Authors:Andtbacka, Hanna
Supervisor:Fischer, Klara
Examiner:Alarcon Ferrari, Cristian and Hallgren, Lars
Series:UNSPECIFIED
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2020
Level and depth descriptor:Second cycle, A2E
Student's programme affiliation:NM026 Environmental communication and management - Master's programme
Supervising department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:story, semiotic, environmental ethos, strategic communication, bioeconomy, forestry
URN:NBN:urn:nbn:se:slu:epsilon-s-500096
Permanent URL:
http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-s-500096
Subjects:Forestry - General aspects
Language:English
Deposited On:07 Jul 2020 11:57
Metadata Last Modified:08 Jul 2020 01:00

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