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Inte en vanlig eljätte men lite mer inlindat i bomull: En receptionsanalys av Skellefteå Krafts externa kommunikation av CSR och hållbar utveckling samt hur studenter avkodar budskapet.
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Not an ordinary power giant but a little more wrapped in cotton : A reception analysis on Skellefteå Krafts external communication on CSR and sustainable development and in what ways students decode the message. (English)
Abstract [en]

A reception analysis on Skellefteå Krafts external communication on CSR and sustainable development and in what ways students decode the message.

As an effect of today's climate changes and global issues, one of the most important subjects for companies to communicate to consumers and stakeholders is corporate social responsibility (CSR). The purpose of this paper is to investigate in what ways the concept of responsibility in relation to corporate social responsibility and sustainable development infuse meaning in the external communication by the company Skellefteå Kraft. The paper also examines the way three respondent groups of students relate to this message.

The theoretical frame stretches from different views on CSR- communication to green brand strategy and sustainable development. The critic on CSR-communication includes the concept of greenwashing. The study also relies on theories within semiotic analysis, reception analysis and Stuart Halls encoding decoding model. Using the method visual semiotic analysis made it possible to reveal what Stuart Hall calls the preferred reading of the company's external communication. To be able to analyze the way students relate to the message qualitative interviews was used. Tools within reception analyze was applied on the material from the interviews.

Both the visual semiotic analysis and the analyze of the interviews showed that the external communication did not include the economic side of CSR as much as the social- and environmental aspect. This was to be expected since the campaigns are focused on customers and other stakeholders. The main result was that the respondents in large made a hegemonic read of both the advertising films and the campaign site. They lay focus primarily on the caption and less on the image itself. The respondents could mainly distinguish the communication of social responsibility. This may be because both campaigns focus primarily on the human being and different life styles. When it comes to environmental responsibility the analysis show that Skellefteå Kraft uses ecological arguments in their external communication about energy and electrician, but they do not demonstrate the extraction which does in fact have some negative effects on nature. If Skellefteå Kraft had been more willing to demonstrate the extraction process they probably would have been described as honest and their ecological arguments would have been more comprehensible. This would also be proof that the company has little to hide when it comes to environmental

responsibility. The advertising film as well as the campaign site communicates joyfulness and naturally produced electricity.

Place, publisher, year, edition, pages
2017. , 53 p.
Keyword [en]
CSR, sustainable development, reception analysis, encoding/decoding, semiotic analysis, qualitative interviews, Skellefteå Kraft
Keyword [sv]
CSR, hållbarhets kommunikation, receptions analys, encoding/decoding, semitisk bildanalys, kvalitativa intervjuer, Skellefteå Kraft
National Category
Social Sciences Media and Communications Law and Society
Identifiers
URN: urn:nbn:se:umu:diva-133839OAI: oai:DiVA.org:umu-133839DiVA: diva2:1089182
External cooperation
Skellefteå Kraft
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2017-04-19 Created: 2017-04-18 Last updated: 2017-04-19Bibliographically approved

Open Access in DiVA

“Inte en vanlig eljätte men lite mer inlindat i bomull” En receptionsanalys av Skellefteå Krafts externa kommunikation av CSR och hållbar utveckling samt hur studenter avkodar budskapet.(23778 kB)53 downloads
File information
File name FULLTEXT01.pdfFile size 23778 kBChecksum SHA-512
754d0096250060dedcc1f615d68215d5fcad07f1fafa6925aaff039d212882015b245e06e3c3105efb56780112e03159b99a3523ea0edfb5bf5ab86745d95564
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf