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  • 1.
    Chin, Amy
    Malmö högskola, Faculty of Culture and Society (KS).
    We Are What We Do - Reflexive Environmentalism in the Risk Society2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study aims to examine the environmentalism of We Are What We Do, a social change movement which aspires to making social impacts through aggregated individual actions. Through a qualitative single case study, the author analyses the movement’s strategies at inspiring and motivating people to take small actions, how it uses branding to mobilise collective actions and build a community, and the movement’s visions in the context of subpolitics. The study concludes that the We Are What Do embodies a reflexive form of environmentalism, as it chooses to deploy politics outside the conventional political arena, aims to engage new political agents and embraces self-organising and decentralised developments.

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