Die mediale Darstellung der veganen Lebensweise : ein kurzfristiger Trend, oder ein nachhaltiger, gesellschaftlicher Wertewandel?

The media representation of the vegan lifestyle : a short term trend or a sustainable change in social values?

  • The Topic and aim of this research is to find out the impressions that the media hold about veganism, in which context this term is used as a medial and whether the vegan lifestyle is future-oriented. After discussing vegetarianism and veganism, this research investigates how often the term veganism and vegetarianism has been used in print media during the years 2000 to 2015. In Following, three political magazines are contend analysed and evaluated. The techniques of „Mayring“ and „Jäger“ were used for the basis of the qualitative content analysis. The research paper concludes that the reader will not notice the main definition of veganism in the researched media and that the term is used entirely independent of food scandals, mostly in a negative context. Nevertheless, the emergence of the thread increases in the media. In recent years, the coverage has more than quadrupled. Although the medial pay should be reduced in the coming years, the number of vegetarian will rise und create a high purchasing power.

Download full text files

  • BA Sandra Nachtigall 2016.pdf

Export metadata

Additional Services

Share in Twitter Search Google Scholar
Author:Sandra Nachtigall
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Mittweida
Release Date:2017/11/13
GND Keyword:Vegane Kost , Lebensform , Massenmedien , Berichterstattung
Institutes:06 Medien
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG