Durban Millennials' Reception Analysis of GreenPeaceAfrica's 2020 Blog Post about Single Use Plastic during Covid-19: A Descriptive Qualitative Online \Questionnaire

Abstract

Plastic pollution has been an important global issue, several countries have made an effort to reduce environmental impact. However, COVID-19 has led to a pause in the fight against plastic pollution. There has been an increased number of plastic usage and pollution during COVID-19. Therefore, this study investigated South African Millennials’ interpretations of the GreenPeaceAfrica 2020 blog post and the contrast or similarity of these interpretations to their own perceived plastic consumption during the COVID-19 pandemic. This study contributes to the Media Studies field utilizing a Media Studies theory. Namely Audience Reception theory, to determine the dominant, negotiated and oppositional positions taken in the interpretations of the blog post. The data collection method consisted of a qualitative online questionnaire, which allowed the researcher to gain in-depth information from the six participants in the study. Deductive thematic analysis had been used to analyse the data, finding that South African Millennials’ interpreted the GreenPeaceAfrica 2020 blog post in a Dominant way. However, their interpretation of the blog post is mainly in contrast with their own perceived plastic consumption during the COVID-19 pandemic.