CONTENT ANALYSIS

Sustainable Shipping - Content Analysis

Sustainable Shipping - Content Analysis

Content analysis is a technique used to convert the qualitative text into quantitative after analyzing and interpreting the text. The following content analysis is conducted in view of method introduced by Dr. Klaus Krippendorff (Krippendorff, 1980). It helps in systematic evaluation of the piece of text.

The article is extracted from the magazine named as “MakeitMagazine”. The purpose of the magazine is to identify the key industrial issues (Makeitmagazine.com, n.d.). The magazine uses two mediums to reach its target market i.e. electronic and print. The article uses persuasive style of communication to provoke a reactive action against the environment deterioration practices undertaken by the shipping industry. The article highlights the problem by conducting root-cause analysis i.e. such harm to environment is occurring due to global demand and supply of the products & services. The increase in global demand and supply is a key driver for the increase in logistics. The article uses appropriate factual statements gathered from various authentic reports and responses being taken by the industry leaders. The target population of the article is the shipping industry around the globe and agency undertaking the responsibility of making environment green.

The keyword theme identified in the article is “promoting green practices in shipping industry”. The article helps its reader to understand how current shipping industry practices are detrimental to the environment while suggesting remedies to adopt “go-green” approach.

The world has become a global village and this global village integration has allowed many people to share the opportunities along with problems. Global trade is one of the fruits countries have reaped out from this integration. Because of increased movement of goods and services, transportation has increased at an exorbitant rate. Shipping industry has grown more because of globalization. Ships tend to be the ...