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Sustainability Identity Management – a Case Study of Curitiba

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Sustainability Identity Management – a Case Study of Curitiba 1 SUSTAINABILITY IDENTITY MANAGEMENT – A CASE STUDY OF CURITIBA ANDY SILVA University of Lethbridge, 2018 Submitted to the School of Graduate Studies of the University of Lethbridge in partial fulfillment of the requirements of the degree MASTER OF SCIENCE (M.SC) IN MANAGEMENT Dhillon School of Business University of Lethbridge LETHBRIDGE, ALBERTA, CANADA Andy Silva, 2018 2 SUSTAINABILITY IDENTITY MANAGEMENT – A CASE STUDY OF CURITIBA ANDY SILVA Date of Defence: November 29, 2018 Robbin Derry Associate Professor Ph.D. Supervisor Diego Coraiola Assistant Professor Ph.D. University of Alberta Thesis Examination Committee Member Adriane MacDonald Assistant Professor Ph.D. Thesis Examination Committee Member Marcos Barros Assistant Professor Ph.D. External Examiner Grenoble Ecole de Management Grenoble, France Dr. Shamsul Alam Associate Dean Ph.D. Chair, Thesis Examination Committee 3 Acknowledgments Many people were important to me in this process. I would like to firstly thank Dr. Robbin Derry for accepting to be my supervisor. Her ongoing support with this project, as well as her friendship, have been paramount for my success. Thanks also are due to Dr. Diego Coraiola and Dr. Adriane MacDonald for their advice and guidance through this project, their encouragement pushed me to be a better writer and researcher. Also, I would like to extend my gratitude to Dr. Marcos Barros for being my external examiner and to Ms. Tammy Rogness for being a great support and helping me through the process of graduate school. Finally, I would like to thank my amazing parents, Helcio and Anunciacao, who worked very hard to give me the best life they could. To my fiancé Tyler, for always being by my side and a true partner in every sense of the word. To my friend Rafael, for being an emotional support. And to George and Wyatt, for keeping me company through it all. 4 Abstract This study is an in-depth case analysis of Curitiba, Brazil, that describes the city’s efforts in maintaining an identity centered around sustainability on social media. I use Multimodal Discourse Analysis to gather and interpret data from the city’s Facebook fanpage for 30 days. As a theoretical framework I utilized Social Identity Theory and concepts derived from Place Identity. The data showed that the city’s novel and deliberate communication strategy is successful in engaging with users and maintains the idea of the “Sustainable City” in 4 ways: Creation of a cohesive ingroup; alignment between resident expectation and image being portrayed on social media; creation of an open forum and encouragement of participation; and indication of desired behaviours. In addition, this study identified and addressed current gaps in the literature such as the importance of modern typologies for governmental communication strategies and the necessity of qualitative analysis in studying social media engagement. 5 Table of Contents Chapter 1: Introduction ................................................................................................................................. 9 1.1 Background on Curitiba and Sustainability .................................................................................. 9 1.2 Curitiba’s social media engagement ................................................................................................. 10 1.3 Goal of the Study .............................................................................................................................. 12 1.4 Structure ............................................................................................................................................ 14 Chapter 2: Literature Review ...................................................................................................................... 16 2.1 Social Identity Theory ....................................................................................................................... 16 2.2 Place Identity .................................................................................................................................... 19 2.3 The Construction of Cultural Identity in Southern Brazil ................................................................. 28 2.4 Literature on Social Media ................................................................................................................ 36 Chapter 3: Methodology ............................................................................................................................. 47 3.1 Purpose .............................................................................................................................................. 47 3.2 Research Design ................................................................................................................................ 47 3.3 Case Selection and overview ............................................................................................................ 48 3.4 Data Collection ................................................................................................................................. 50 3.5 Sorting posts...................................................................................................................................... 52 3.6 Analysis of posts ............................................................................................................................... 55 3.7 Multimodal Discourse Analysis ........................................................................................................ 57 Chapter 4: Analysis ..................................................................................................................................... 60 4.1 General Analysis ............................................................................................................................... 60 4.2 Code Analysis ................................................................................................................................... 72 4.3 Interpretation of data ......................................................................................................................... 80 Chapter 5: Discussion ................................................................................................................................. 99 Contextualizing Results .......................................................................................................................... 99 5.1 Place Identity .................................................................................................................................... 99 5.2 Roles of Actors ............................................................................................................................... 101 5.3 Interaction between Curitiba and residents ..................................................................................... 103 5.4 Designing a public forum ................................................................................................................ 105 5.5 Reconciling Place Identity and Sustainability................................................................................. 105 5.6 The Maintenance of an Identity ...................................................................................................... 108 5.7 General implications and results ..................................................................................................... 112 6 5.8 Implications for practice ................................................................................................................. 116 5.9 Implications for Future Research .................................................................................................... 117 5.10 Limitations .................................................................................................................................... 118 Chapter 6: Conclusion ............................................................................................................................... 120 References ................................................................................................................................................. 122 7 List of Figures Figure 1 – Season of Japonas ...................................................................................................................... 53 Figure 2 – Toxic Home Waste .................................................................................................................... 54 Figure 3 – Facebook Activity Analysis ....................................................................................................... 55 Figure 4 - Reflexes ...................................................................................................................................... 56 Figure 5 – Trees in Japan Square ................................................................................................................ 61 Figure 6 – Resident Comment 1 ................................................................................................................. 62 Figure 7 – Araucaria life cycle .................................................................................................................... 66 Figure 8 – Come Enjoy Curitiba ................................................................................................................. 68 Figure 9 – Honey Gardens .........................................................................................................................
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