Framing sustainable lifestyles : organic consumption in a women's magazine

2017

Forms of sustainable lifestyles and more responsible ways to consume have become more popular in recent years. This is reflected also in that mainstream media discusses about sustainability. Similarly, there is a growing interest on organic produce, the organic market has grown steadily from the turn of the century. Due to the growing popularity of sustainability, the way media communicates about the issue, is of interest. This thesis studied how women’s magazines communicate about sustainable lifestyles, and sustainability in general. Especially, how the use of organic goods is reasoned and presented in a magazine is studied. The aim of the thesis was to uncover the frames, which the magaz…