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Hunting the Beast on YouTube: The Framing of Nature in Social Media
School of Humanities, Education and Social Sciences, Örebro University.
School of Education and Communication , Jönköping University.
Responsible organisation
2017 (English)In: Nordicom Review, ISSN 1403-1108, E-ISSN 2001-5119, Vol. 38, no 1, p. 17-29Article, review/survey (Refereed) Published
Abstract [en]

17Mörner, Cecilia & Olausson, Ulrika (2017). Hunting the Beast on YouTube. The Framing of Nature in Social Media. Nordicom Review 38(1): 17-29. doi:10.1515/nor-2016-0038Hunting the Beast on YouTube The Framing of Nature in Social MediaCecilia Mörner & Ulrika OlaussonAbstractHumans’ perceived relationship to nature and non-human lifeforms is fundamental for sustainable development; different framings of nature – as commodity, as threat, as sacred etc. – imply different responses to future challenges. The body of research on nature repre-sentations in various symbolic contexts is growing, but the ways in which nature is framed by people in the everyday has received scant attention. This paper aims to contribute to our understanding of the framing of nature by studying how wild-boar hunting is depicted on YouTube. The qualitative frame analysis identified three interrelated frames depicting hunting as battle, as consumption, and as privilege, all of which constitute and are consti-tuted by the underlying notion of human as superior to nature. It is suggested that these hegemonic nature frames suppress more constructive ways of framing the human-nature relationship, but also that the identification of such potential counter-hegemonic frames enables their discursive manifestation.

Place, publisher, year, edition, pages
Göteborg: Nordicom, 2017. Vol. 38, no 1, p. 17-29
Keywords [en]
nature-culture, frame analysis, visual analysis, social media, film analysis, hunting
National Category
Social Sciences
Research subject
Media
Identifiers
URN: urn:nbn:se:norden:org:diva-5076DOI: 10.1515/nor-2016-0038OAI: oai:DiVA.org:norden-5076DiVA, id: diva2:1168585
Available from: 2017-12-21 Created: 2017-12-21 Last updated: 2017-12-21

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