Green the Crowd. Communicating Sustainability through Open Air Music Festivals

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Carl von Ossietzky University of Oldenburg (Fakultät II: Informatik-, Wirtschafts- und Rechtswissenschaften), course: Sustainability, Economics and Management, language: English, abstract: "People come in their millions upon millions to our shows and we have the enviable position of a captive and receptive audience. We are in a position to champion causes, highlight issues and inspire changing behaviour." (Event Professional Meegan Jones 2010: vi) What do you have in mind, when you hear music festival? Do you think on the first representatives, like Woodstock, as a movement of love and peace against the confrontational direction of the world leaders? Or, more likely, do you think of young adults hanging around without any political intentions? Festivals today are more popular than ever in Germany, but lack the revolutionary spirit of their meaningful ancestors. But thereby is mankind confronted with the greatest challenges, which indeed are communicated by politicians and business leaders, but not satisfactorily tackled. Weather extremes all over the world remind menkind, with increasing frequency, of the strong dependence of human activities on climate conditions. Climate change has already begun and it looks like it will affect the living generation. These are self-made problems, because they concern those who...