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Hur mottages budskapet om etiska arbetsförhållanden?: En studie med programmet Sweatshop
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Samhället vi lever i idag är stark betonat av konsumtion. (Svensson, 2015) Genom konsumtion uttrycker man sin identitet och image. (Bengtsson & Östberg, 2011) Inte minst när det gäller klädkonsumtion. Den massiva konsumtionen av kläder har lett till negativa effekter, inte bara på miljön utan också hos människorna som gör denna konsumtion möjlig; nämligen textilarbetarna. (Klein, 2000) I en tid då fokus ligger på att värna om miljön faller dessa arbetares livsöden i skymundan. Aftonbladet har sänt ett program under namnet Sweatshop för att återigen belysa problemet. Med hjälp av programmet vill de väcka frågan angående etiska arbetsförhållanden för textilarbetare bland människor – främst ungdomar. Syftet med studien ämnar undersöka hur ungdomar tar till sig meddelandet om etiska arbetsförhållanden i form av mediekanalen Sweatshop.

Studien stärks av teorier som berör bland annat kommunikationsteori, hantering av information och retorik. Undersökningen har genomförts med hjälp av fyra stycken fokusgrupper med deltagare i åldrarna 16–19 år. Fokusgrupperna syftade till att ta reda på ungdomars generella inställning till mode och textilbranschen före och efter att de sett programmet Sweatshop, samt deras tankar om programmet som förmedlare av budskapet.

Slutsatsen av studien är att Sweatshop som program är ett bra sätt att förmedla budskapet på och det gav ungdomarna en bättre förståelse för arbetsförhållandena i tredje världen. Problemen som dök upp var dock att programmet inte verkar komma fram till ungdomarna och att de flesta av dem kände att de inte kan göra någonting åt problemet.

Abstract [en]

Today’s society has a strong emphasis on consumption. We express our identity and image through consumption, especially when it comes to our clothes. The massive consumption of clothing has affected not only the environment but also the people that make this consumption possible; the textile workers. In a time when the focus seems to lie on protecting the environment, the lives of these textile workers are sidelined. Aftonbladet broadcasted a web-based series called Sweatshop to shed some light on this problem. By broadcasting the series, they want to raise the awareness about ethical working conditions for textile workers among people in general and young people in particular. This study aims to examine how young people embrace the message of ethical working conditions in the form of Sweatshop.

The study is strengthened by theories that concern communication theory, information management and rhetoric. The analysis was conducted by four focus groups with participants in ages from 16-19. The aim of the focus groups was to find out young people's general attitude toward fashion and the textile industry. A discussion took place before and after they watched Sweatshop and the study examined their thoughts on the series as a mediator of the message.

The conclusion of the study is that Sweatshop is a great way to convey the message. It gave the young people a better understanding of the working conditions in factories in Third World countries. However, some problems with the series occurred. The series did not seem to have reached the young people. Most of the participants felt as if there was nothing they could do about the problem after watching the series.

Place, publisher, year, edition, pages
2016. , 70 p.
Keyword [sv]
Sweatshop, etiska arbetsförhållanden, etisk konsumtion, kommunikation, information overload
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-32012OAI: oai:DiVA.org:sh-32012DiVA: diva2:1073200
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-02-10 Created: 2017-02-09 Last updated: 2017-02-10Bibliographically approved

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Hur mottages budskapet om etiska arbetsförhållanden?(894 kB)58 downloads
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  • apa
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More languages
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