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Att klä sig i andras ethos: En retorisk analys av H&M:s externa kommunikation
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
To wear someone else's ethos : Rhetorical Analysis of H&M:s Communication (Swedish)
Abstract [en]

Today’s fashion trends come and go with lightning speed creating a system that embodies unsustainability and consumerism, at the same time an increasing environmental consciousness is putting pressures on companies to operate in a more sustainable way, without losing profits. This study examines how fast fashion giant H&M communicates about corporate social responsibility (CSR) – specifically in their press releases, and how they portrait themselves as a sustainable company. A qualitative rhetorical analysis was conducted on H&M:s press releases between 2016 – 2018, applying Weber’s theory of legitimacy as well as Putnam’s theory of social capital. The results show that H&M frequently reinforces their own legitimacy and ethos in sustainability issues by “borrowing” other organizations credibility through cooperation with environment-focused NGO:s. As well as distancing themselves from their suppliers when problems arise in the supply chain, denying any responsibility.

Place, publisher, year, edition, pages
2018. , p. 41
Keywords [en]
fashion, H&M, rhetorics, communication, CSR
Keywords [sv]
mode, kommunikation, H&M, retorik
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146964OAI: oai:DiVA.org:umu-146964DiVA, id: diva2:1200665
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-24 Created: 2018-04-24 Last updated: 2018-04-24Bibliographically approved

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AttKläSigIAndrasEthos(570 kB)27 downloads
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CiteExportLink to record
Permanent link

Direct link
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