Thank you for Smoking! The Discursive Battle about the Meaning of Smoking

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Thesis purpose: The purpose of the master thesis is to analyse the battle of meaning creation regarding the notion of smoking and to reveal the production of unequal power relations. The battle is fought by different stakeholders through means of language and the study focuses on the tobacco industry in Germany. Methodology: A critical discourse analysis is applied with a qualitative research strategy. Our data collection was inspired by grounded theory and is limited in scope through a relevant case within the context of smoking in Germany. Empirical data is collected by means of an internet based document study of publicly available texts. Metaphors are used to structure our analysis of selected texts. Theoretical perspective: Critical discourse analysis and related theories as discourse analysis and the construction of reality by means of language form the theoretical frame. Empirical data: Different types of documents, such as corporate websites, magazines, scientific articles, reports and forum texts of the identified stakeholder groups are included in the analysis. Conclusion: The identified stakeholders assign different meanings to the notion of smoking through language use. The analysis reveals with what meaning the notion is filled and what they accomplish by establishing their meaning of smoking as normal. Contradictory goals can be fou...