Olesen, Kåre

Rosiak, Xenia Reimers

Schantz, Therese Maria

Schmidt, Nicoline Samantha

Seide, Tilde Kofoed

Klimaforandringer er dets ødelæggende konsekvenser er ofte italesat af medier verden over. Vi bliver opfordret til at reducere vores CO2-udslip og genbruge ressourcer alt sammen i et forsøg på at redde det skrantende klima og ultimativt Jorden. Dette enorme problem kan være grunden til at konceptet om deleøkonomi i det seneste år er genopstået og fortsat vokser. Deleøkonomi er et vanskeligt begreb med en overflod af betydninger. Dette skabte den faglige motivation for at undersøge de forskellige diskurser omkring deleøkonomi. Igennem Faircloughs kritiske diskursanalyse vil vi analysere diskursen baseret på fem danske virksomheder, der alle hævder at være deleøkonomiske; GoMore, SnappCar, ShareOne, Resecond og Vigo. Efterfølgende kommer empirien, hvor vi herigennem opnår en forståelse for hvordan forskere og eksperter som; Rachel Botsman, Roo Rogers, Claus Skytte og Nina Knudsbo definerer deleøkonomi. På grund af det komplicerede begreb og de mange begreber forbundet hermed, er det essentielt at introducere til både deleøkonomiens historie, såvel som lineær-, cirkulær- og platformsøkonomi. Resultaterne af analysen og vores empiri udgør grundlaget for vores diskussion. Heri vil vi endegyldigt diskutere definitionsmagten i forhold til virksomhederne og empirien. På baggrund af dette kan vi konkludere at definitionen af deleøkonomi har ændret sig og det kan med sikkerhed siges, af definitionsmagten ikke ligger hos forskerne og eksperten. Endvidere bruger fire ud af vores fem valgte virksomheder bruger begrebet og dets positive konnotationer som en måde at promovere dem selv på, i stedet for at rigtigt at bære det miljømæssige ansvar begrebet indebærer.Climate change and the devastating consequences of it, is frequently addressed in media all over the world. We are being encouraged to reduce our carbon footprint and reuse resources, all in an effort to save the ailing climate and ultimately Earth. This major problem could be a reason why sharing economy as a concept within recent years has reappeared and continues to grow. Sharing economy is a term being used by both scientists, experts and companies, but it quickly became clear to us, that it is a tricky term with a plethora of meanings. This prompted the project to examine the different discourses surrounding sharing economy. Through Faircloughs critical discourse analysis we will analyze the discourse based on five Danish companies, all proclaiming to be sharing economy based; GoMore, SnappCar, ShareOne, Resecond and Vigo. The analysis is followed by our empirical data, through which we obtain an understanding of how scientists and experts such as; Rachel Botsman, Roo Rogers, Claus Skytte and Nina Knudsbo define sharing economy. Because of the intricate term and the many terms intertwined with it, we found it critical to introduce the reader to the history of the term, as well as accounting for linear-, circular- and platform economy. The results of our analysis and our empirical data will make the basis for our discussion, in which we ultimately discuss the power relations within the definitions from the to entities. Based on this we can conclude that the definition of sharing economy has changed, and it is certain that the power to produce common sense does not lie with the scientists and expert. Furthermore four out of our five chosen companies use the term and its positive connotations as a way to promote themselves, rather than to truly bear the environmental responsibility the term entails. <br/

Sharing Economy - the Disguise of Neoliberalism: the Disguise of Neoliberalism

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