umu.sePublications
Change search
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
På tal om hållbarhet: En analys av det miljömedvetna företaget på Instagram
Umeå University, Faculty of Arts, Department of culture and media studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Speaking of sustainability. A content analysis of the environmentally aware company on Instagram. (English)
Abstract [en]

You could say that we live in a contradictory society suffering from eco-anxiety based on how the climate change will affect our future, but still we continue to consume like there’s no tomorrow. A positive trend is that the interest for sustainability gets more popular among consumers, and an increasing number of companies is realizing the value of sustainability work. In a time where social media is a part of the everyday life, how do companies use a platform like Instagram to connect with their consumers, and is the communication stained by the colour green? The purpose of this essay is to study how two self acclaimed sustainable companies within the clothing industry use Instagram to communicate with their followers and consumers. For this purpose, the essay is based on a qualitative content analysis to answer how Patagonia and Fjällräven use their accounts on the platform and how they portray themselves as sustainable companies. The essay is based on a theoretical framework that includes corporate branding, green marketing, corporate social responsibility and sustainability. The study shows that the two companies communicate differently through their posts and that Instagram may not be the forum where a company communicate their products nor production with focus on sustainability, but rather a tool to build their brands and connect with their consumers.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Qualitative Content Analysis, Multimodal Method, Sustainability, Corporate branding, CSR, Instagram
National Category
Humanities and the Arts Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-161755OAI: oai:DiVA.org:umu-161755DiVA, id: diva2:1339133
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2019-08-23 Created: 2019-07-25 Last updated: 2019-08-23Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Department of culture and media studies
Humanities and the ArtsMedia and Communications

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
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