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The Campaign to Stop Killer Robots and its media problems : An analysis of a newspaper discourse surrounding a campaign against a malicious technology

Tschersich, Rouven (2018) The Campaign to Stop Killer Robots and its media problems : An analysis of a newspaper discourse surrounding a campaign against a malicious technology.

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Abstract:This thesis explores the organization of the Campaign to Stop Killer Robots in its surrounding media discourse as seen in newspapers. The success of the campaign is in the publics’ interest due to the inevitable threats posed by so called killer robots. Knowledge creation and messaging are important factors in creating a successful campaign and are at the center of this research. Two coding schemes based on theories concerning public awareness campaign organization, media discourse organization and previous campaigns against malicious technologies, have been developed. These coding schemes were used to conduct a discourse analysis of 111 newspaper articles published by 17 newspaper and tabloids. Key insights into the campaign’s organization, in regard to knowledge creation and messaging, have been revealed. The campaign is organized in a manner, where knowledge created by the campaign, regarding the existence of killer robots and their existing and potential threats, is ambiguous and paradoxical. Though the campaign has created a ”sticky message” in its surrounding media discourse, it is showing problems in conveying its achievements and lacks representation in big newspaper publishers. Thus, the campaign’s potential has not been fulfilled yet. Lastly, practical implications and suggestions to fulfill its potential were derived from these key insights.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:88 social and public administration
Programme:Management Society and Technology BSc (56654)
Link to this item:http://purl.utwente.nl/essays/76154
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