Gullaksen, Rasmus

Karamysheva, Valeriia

Nielsen, Kristoffer Merrild

Szewczykowski, Igor

This project report details an initiative by Dansk Supermarked Group (DSG), in conjunction with the Danish branch of World Wildlife Foundation(WWF) to reduce plastic pollution in Denmark. The report first outlines the case of plastic pollution and summarises facts about the global environmental problem that plastic is contributing to. Additionally, the report looks at the initiative’s informative campaign which consists of a trial period in a designated part of the country. In order to analyse it further, the communication situation of the campaign is analysed and outlined. For the sake of reception analysis, the theory of multidimensional reception by Kim Schrøder is used to understand and interpret interviews, wherein informants were presented with the campaign. Furthermore, analysing the interviews in segments based on the six dimensions. Certain complications regarding the campaign are discussed briefly and lastly the report concludes that based on the results from the analysis, the campaign could have used different approaches to have a larger impact.This project report details an initiative by Dansk Supermarked Group (DSG), in conjunction with the Danish branch of World Wildlife Foundation(WWF) to reduce plastic pollution in Denmark. The report first outlines the case of plastic pollution and summarises facts about the global environmental problem that plastic is contributing to. Additionally, the report looks at the initiative’s informative campaign which consists of a trial period in a designated part of the country. In order to analyse it further, the communication situation of the campaign is analysed and outlined. For the sake of reception analysis, the theory of multidimensional reception by Kim Schrøder is used to understand and interpret interviews, wherein informants were presented with the campaign. Furthermore, analysing the interviews in segments based on the six dimensions. Certain complications regarding the campaign are discussed briefly and lastly the report concludes that based on the results from the analysis, the campaign could have used different approaches to have a larger impact

Will Netto's Plastic Initiative Succeed?: A Reception Analysis of Netto’s Plastic Bag Campaign

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Roskilde Universitet