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Hållbar utveckling – för kaffeindustrins framtid eller som täckmantel?: En kritisk diskursanalys om framställningen av varumärken som hållbara alternativ.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Sustainable development - the coffe industy´s future or cover? : A critical discoursanalysis of corporates creating sustainable brands. (English)
Abstract [en]

In a world where risks against climate, humanity and life is arising, we get anxious to act against it. The problem thou, is different viewpoints and interests in how to solve our global issues. In this paper the coffee industry is being investigated as part of a bigger structure in the community. The aim is to investigate how four of Sweden’s most popular coffee brands, Arvid Nordquist, Gevalia, Löfbergs and Zoégas, is communicating themselves as sustainable alternatives for the climate and society on their Swedish websites. To get another point of view the paper also examines how discourses, produced in four reports by the NGO SwedWatch, could challenge the four brands communicated identity.

Using the method critical discourse analysis (CDA), by Norman Fairclough, made it possible to reveal different identities and ideologies that the coffee brands versus SwedWatch produced of the coffee brands. CDA includes three different levels, the first one analyzing the text level, the second one analyzing genres and the third one puts the two first levels into a societal level with help from the theoretical frame.

The theoretical frame stretches from the meaning of discourse and language to Fairclough’s theories about ideology, values and critics. To answer the investigation questions, how the brands create themselves as sustainable and trustworthy, and which identities the coffee brands is having, it was necessary to use theories that treat building of brands and identity. The study also relies on theories about company responsibility, NGO-partnership and self-references as instruments for companies to create trustworthiness as sustainable.

The analysis of the webpages and the reports showed that the coffee brands communicate themselves as good citizens and as teachers of sustainability for both coffee farmers and society. SwedWatch on the other hand produced discourses that made it possible to interpret the coffee brands as false in their marketing as sustainable. This made it interesting to discuss greenwash and different signs of it. It also led into discussing if NGO-partnerships really creates trustworthiness for the company and the importance of critical voices in the society.

Place, publisher, year, edition, pages
2016. , 35 p.
Keyword [en]
Sustainable development, CSR, branding, corporate identity, PR
Keyword [sv]
Hållbar utveckling, CSR, varumärke, företagsidentitet, PR
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-115426OAI: diva2:900170
Educational program
Programme in Media and Communication Studies
Available from: 2016-02-03 Created: 2016-02-03 Last updated: 2016-02-09Bibliographically approved

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Hållbar utveckling – för kaffeindustrins framtid eller som täckmantel? En kritisk diskursanalys om framställningen av varumärken som hållbara alternativ.(928 kB)137 downloads
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