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Konstruktionen av det etiska företaget: En analys av hur Corporate Social Responsibility kommuniceras strategiskt
Umeå University, Faculty of Arts, Department of culture and media studies. (Sandra Norberg)
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The construction of the ethical company. An analysis of how Corporate Social Responsibility is communicated strategically. (English)
Abstract [en]

The purpose of this study is to examine what the companies Oatly and Arla is communicating through Corporate Social Responsibility (CSR). Furthermore, the study also aim to find out how the communication is built on a construction of how the responsibility is being telled by each company. This because of strategic communications ability to shape representation throughout the use of language. In order to fulfil the purpose of the study, a couple of questions have been formulated. “How is CSR used as strategic communication to communicate responsibility”?, “Which recurring themes can be find in the business CSR-communication?”, and “What perfomances about environment and social responsibility are the communication built on?”. Six different commercials have been analyzed. Three from Arlas campaign “Ecology in the farmers' own dairy” and three from Oatlys campaign “Toni-TV”. The theoretical framework of the study consists of Stuart Hall and social constructionism, critical discourse analysis, and media- and culture theory such as Goffman.The analysis is based on Fairclough's three-dimensional model. For understanding these three practices within Fairclough, different analysis-tools has been used to enable an analysis of the gathered material. The result of the study has been divided into four reccurent themes from the linguistic and discursive analyse. CSR from a narrative perspective, CSR from the consumers perspective, CSR from the brands perspective and CSR from the perspective of the society. Furthermore, the represented themes are being placed and analysed from the perspective of a social practice. The main conclusion of the study is that the CSR communication helps Arla to maintain an image considered to be sought in the society. This by representing the production and consumtion of ecological milk as something good for keeping the landscape open and cyckling preserved. For Oatlys case, CSR is being represented to challenge the thought that animal milk is a norm in the society, and for how it isn’t as good for the environment as being sad. The difference in their discursive practitioner shows how the picture of CSR is being presented in different ways. CSR is therefore being shaped after what fits the vision of the brand, just to strengthen its own value.

Keywords: Corporate social responsibility, CSR, strategic communication, social responsibility, environment, critical discourse analysis, discourse, Fairclough, social constructionism

Place, publisher, year, edition, pages
2018. , p. 45
Keywords [sv]
Corporate social responsibility, CSR, strategisk kommunikation, kritisk diskursanalys, fairclough, social konstruktionism
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146648OAI: oai:DiVA.org:umu-146648DiVA, id: diva2:1197829
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-16 Created: 2018-04-14 Last updated: 2018-04-16Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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