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Browsing by Subject "thematic analysis"

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  • How the reactions of influencer’s followers and the perceived sense of responsibility of the influencer affect the way they share content on 
    Lummepuro, Iina (2024)
    Social media influencers are called the opinion leaders of our time, as they have a lot of power over what peo- ple think and consume. Various sustainability actors expect that influencers take a strong role in the transfor- mation towards sustainability. In my thesis I examine, how do the reactions of the influencers’ followers and the perceived sense of responsibility and power of the influencer affect the way influencers share content on sustainability. In my research I also consider how different influencers receive differing responses to content related to sustainability. My analysis consists of interviews with six Finnish social media influencers. I conducted 5 semi-structured in- terviews, and received one written answer to the interview questions. I used thematic analysis as the analysis method in my research. The themes that arose from the interview data and from previous research are relation- ality between the influencer and their followers, connection between followers’ reactions and influencers’ sus- tainability content and the perceived sense of power and responsibility of the influencer. Three influencer profiles were created based on the interview data. The profiles describe different types of in- fluencers with different, specific audiences. The profiles demonstrate how different audiences respond to con- tent related to sustainability in different ways, how different influencers share sustainability content in different ways, and how influencers perceive their responsibility in different ways. My research shows that both the reac- tions of the followers and the perceived sense of responsibility of the influencer affect how an influencer shares content on sustainability. According to my research, the influencer's perceived power does not affect content shared on sustainability. This study contributes to the understanding of the issues that affect influencers’ behavior in sharing sustainabil- ity-related content. With this knowledge, it is possible to move closer to understanding whether influencers can be part of the change towards a more sustainable future. shared on sustainability. This study contributes to the understanding of the issues that affect influencers’ behavior in sharing sustainabil- ity-related content. With this knowledge, it is possible to move closer to understanding whether influencers can be part of the change towards a more sustainable future.
  • Why Finns Oppose Fireworks in Consumer Use and How Their Views Could Be Addressed in Mitigating Fireworks' Harm 
    Stolt, Miira (2024)
    While using fireworks is a common seasonal tradition in Finland, it is accompanied with serious risks, such as injuries and fires. Thus, in 2018 a citizens’ initiative Rajat räiskeelle aimed to prohibit most firework-types from consumers. Despite being rejected by the Parliament, the initiative sparked an official investigation on how to decrease firework-related harm in Finland. This thesis continues to focus on the public’s stance on fireworks by studying the current controversy of fireworks in Finland through (I) the issues that are perceived as the most prominent by those, who oppose fireworks in consumers’ use and (II) inspects different measures with which to address the raised concerns, with the goal of mitigating them. My first research question’s data comes from 11 Finnish online news articles’ comment sections, that I sourced with the search term “rajat räiskeelle”. With inductive thematic analysis on the comments against private firework use, emerging themes indicate the main issues associated with the practice of using fireworks. The second research question is answered with previous literature, research, and existing regulations. Pierce and Turner’s insights on environmental pollution control (1990) as well as Lascoumes and Le Galés’ research on policy instruments implementations effects in societies (2007) provide the theoretical framework that guides this research. I identified (1) community disruption, (2) health and safety concerns, (3) regulatory issues, (4) environmental concerns, and (5) negative effects on animals to be the most prominent themes for objecting to fireworks in consumer-use, with human-related issues in the centre of interest for Finns. From the studied mitigation measures of standards, taxes, prohibition, subsidies, education, and labels and symbols, the combination of standards and education in different forms appear to hold most potential in addressing harm from fireworks. This indicates that regulative instruments are not sufficient alone to prevent fireworks’ harm, but that non-regulative measures, like educational campaigns, are needed as well. My findings also indicate country-specific variations in the motivations for opposing fireworks among the public, as well as among the background reasons that prompt authorities to restrict citizens’ access to and use of fireworks. This suggests that a mix of characteristics, unique to Finland, should be considered when planning for a successful mitigation of harm from consumer-fireworks.

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