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Diskurser som legitimerande verktyg: En diskursanalys av hållbarhetsredovisningar inom kläd- och flygbranschen i Skandinavien
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesisAlternative title
Discourse as a legitimacy tool : A discourse analysis on sustainability reports in the apparel- and aviation industry in Scandinavia (English)
Abstract [sv]

Det blir allt vanligare för företag att publicera hållbarhetsrapporter som innehåller krav från intressenter. Tidigare studier genom denna kommunikationskanal har fokuserat på innehållet och inte på hur rapporterna konstruerar företagets hållbarhet. Syftet med denna studie är att undersöka hur en organisation kommunicerar i sin hållbarhetsrapport för att anses legitim genom specifika diskursiva strategier. I fallstudien används diskursiva strategier som en teoretisk referensram, men även som metodisk utgångspunkt. Dessutom undersöker fallstudien datamaterial som hämtats från företag som verkar inom kläd- och flygindustrin, publikationer från tidigast 2017. Analysprocessen som används i denna uppsats är genom en diskursanalys där resultatet visar att företagen tillämpar olika diskursiva strategier som ett legitimerande verktyg genom hela sin hållbarhetsrapport. Det gör att företagen framstår som hållbara.

Abstract [en]

increasingly common for companies to produce sustainability reports containing demands from stakeholders. Previous studies through this communication channel has focused on the content and not on how constructions of the company's sustainability are made in their report. The purpose of this study is to examine how an organization communicates in its sustainability report in order to perceive as legitimate through specific discourses. The authors of this case study use discourses as a theoretical point of view which is also used as a method. This case study examines empirical material retrieved from companies operating in the apparel and aviation industry published after 2017. The analytical process used in this essay is through a discourse analysis which shows that companies apply various discourse strategies as a legitimacy device throughout their sustainability report. Companies can therefore appear sustainable as a result of gaining legitimacy. This paper is written in Swedish.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Discourse, discourse analysis, sustainability, sustainability report, legitimacy theory, stakeholder theory, institutional theory
Keywords [sv]
Diskurs, diskursanalys, hållbarhet, hållbarhetsrapport, legitimitetsteori, intressentteori, institutionell teori
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21610OAI: oai:DiVA.org:hb-21610DiVA, id: diva2:1342973
Subject / course
Företagsekonomi - Civilekonom
Supervisors
Examiners
Available from: 2019-08-26 Created: 2019-08-15 Last updated: 2019-08-26Bibliographically approved

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VT2019CE24(918 kB)4 downloads
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bed0a81b419cc046d7804ef820effb9ad35e68c03f9b6473b19d8fcded86f24e67d1a568a2a1e10df90936b5cc5d30a79540e45366a830ac43ecfbfb026cfe5f
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
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  • en-GB
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  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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