ABSTRACT

The purpose of the paper is to examine how market actors participate in the socio-cultural construction of the food waste issue through social media. The paper draws from practice theory and adopts a research approach combining netnography and discourse analysis. The data consist of postings within a vivid social media discussion during a social marketing campaign. The findings shed light on how different market actors construct the food waste issue through discourses of explanation, exhibition and appeal. These discourses differ in their focus, tone and, most importantly, their potential for practice change in the context of food waste. The study emphasises the importance of understanding the discourses of complex sustainability issues and acknowledges the role of social marketing in maintaining and/or transforming these discourses.

摘要

本文的目的是研究市场参与者如何通过社交媒体参与食物浪费问题的社会文化建设。本文从实践理论出发，采用网络志与话语分析相结合的研究方法。这些数据包括社交营销活动期间生动的社交媒体讨论中的帖子。这些发现揭示了不同的市场参与者如何通过解释、展示和呼吁的话语来构建食物浪费问题。这些论述的重点、语气各不相同，最重要的是，它们在食物浪费的背景下改变实践的潜力。该研究强调了理解复杂可持续性问题话语的重要性，并承认社会营销在维持和/或转变这些话语中的作用。