Green the Crowd. Communicating Sustainability through Open Air Music Festivals

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Sustainability Issues
  • Understanding Sustainability
  • Sustainability Challenges
  • Economic Roots of the Struggles
  • Strategies for a Sustainable Development
• Basis of Sustainability Communication
  • Communication and Marketing
  • Meaning
  • Bottlenecks
  • Strategies and Instruments
  • Businesses Challenge
• Music Festivals - Special Events for the Society and the Music Event Industry
  • Meaning of Events
  • Development of Music Festivals
  • Significance for Economy and Society
• Stop Dirty Dancing - Sustainability at Music Events
  • Environmental Impact of Music Festivals and the Demand for Transition
  • Sustainability Ambitions in the Music Festival Scene
• Realizing Sustainability Communication
  • Incentives for and Demands on the Festival Operators
  • Green message - Subtle or Slather
  • Communication with and Involvement of Staff and Corporation Partners
  • Communication with Attendees
    • In Advance Festival Communication
    • On-Festival Communication
    • Après- Festival Communication
• Empirical Study about the Expandability of Sustainability Communication through German Festivals
  • Research Demand
  • Research Design
  • Evaluation of the Survey
    • Return
    • Description of the Festival Fan Sample
    • Sustainability Measures in General
    • Tickets and Mobility
    • Framework Program
    • Sale of Goods
    • Waste
• Derived Sustainability Communication Concept
  • Types and Functions of Communication Concepts
  • Sustainability Communication Concept for Open Air Music Festivals
    • Analysis
    • Communication Challenge and Targets
    • Strategy
    • Realisation
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis examines the potential of open air music festivals to promote sustainability communication. It explores the challenges and opportunities of incorporating sustainability messages into music festival culture, with a particular focus on the German festival landscape.

• Sustainability challenges in the music festival industry
• Communication strategies for promoting sustainability
• The role of festivals in shaping societal attitudes toward sustainability
• The effectiveness of sustainability communication at music festivals
• Developing a communication concept for sustainable practices at music festivals

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the topic and outlines the research question, exploring the potential of open air music festivals as a platform for sustainability communication. Chapter 2 examines the key challenges and concepts of sustainability, including the economic roots of environmental problems and strategies for achieving a more sustainable future. Chapter 3 focuses on the fundamentals of sustainability communication, including strategies for effective messaging, overcoming communication barriers, and the role of businesses in promoting sustainable practices. Chapter 4 delves into the significance of music festivals as social and economic events, discussing their historical development and their impact on society. Chapter 5 investigates the environmental impact of music festivals and the growing demand for sustainable practices in the event industry. Chapter 6 explores how sustainability communication can be effectively implemented at music festivals, focusing on the role of festival operators, staff, and attendees. Chapter 7 presents an empirical study investigating the effectiveness of sustainability communication at German festivals, analyzing survey data from festival attendees. Chapter 8 outlines a sustainable communication concept for open air music festivals, identifying communication challenges, targets, strategies, and implementation plans.

Schlüsselwörter (Keywords)

This master's thesis focuses on sustainability, music festivals, event management, communication, marketing, and environmental impact. It explores the potential of music festivals to promote sustainable practices and engage audiences in environmental issues through effective communication strategies.