Just nu: Extrapris på Hållbarhet, Jämställdhet och Social Rättvisa! En studie som genom en kritisk diskursanalys undersöker hur H&M inkorporerar politiska ställningstaganden i sin marknadsföring.
(2019) GNVK02 20191Department of Gender Studies
- Abstract
- The following study conducts a critical discourse analysis on H&M’s marketing. The purpose is to analyze how H&M uses political positioning as a marketing tool. The study uses theory concerning communication in companies. How a company brand can benefit from communicating intangible values and transparency. It also uses theory rooted in commodity fetischism and feminist theory regarding permormativity. The material in this study is divided along the two political positionings that were discovered: “Sustainability” and “Equality and Social Justice”. Both themes are characterized by a neoliberal ideology. The problem solution presented by H&M when it comes to sustainability is using the company as a middle hand that can solve environmental... (More)
- The following study conducts a critical discourse analysis on H&M’s marketing. The purpose is to analyze how H&M uses political positioning as a marketing tool. The study uses theory concerning communication in companies. How a company brand can benefit from communicating intangible values and transparency. It also uses theory rooted in commodity fetischism and feminist theory regarding permormativity. The material in this study is divided along the two political positionings that were discovered: “Sustainability” and “Equality and Social Justice”. Both themes are characterized by a neoliberal ideology. The problem solution presented by H&M when it comes to sustainability is using the company as a middle hand that can solve environmental problems by moving money around. Equality and social justice is presented as individual fulfillment that can be solved by using the products from H&M in order to transcend oppressive structures. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8989832
- author
- Jonsson, Filippa LU
- supervisor
- organization
- course
- GNVK02 20191
- year
- 2019
- type
- M2 - Bachelor Degree
- subject
- language
- Swedish
- id
- 8989832
- date added to LUP
- 2019-07-04 09:26:38
- date last changed
- 2019-07-04 09:26:38
@misc{8989832,
abstract = {{The following study conducts a critical discourse analysis on H&M’s marketing. The purpose is to analyze how H&M uses political positioning as a marketing tool. The study uses theory concerning communication in companies. How a company brand can benefit from communicating intangible values and transparency. It also uses theory rooted in commodity fetischism and feminist theory regarding permormativity. The material in this study is divided along the two political positionings that were discovered: “Sustainability” and “Equality and Social Justice”. Both themes are characterized by a neoliberal ideology. The problem solution presented by H&M when it comes to sustainability is using the company as a middle hand that can solve environmental problems by moving money around. Equality and social justice is presented as individual fulfillment that can be solved by using the products from H&M in order to transcend oppressive structures.}},
author = {{Jonsson, Filippa}},
language = {{swe}},
note = {{Student Paper}},
title = {{Just nu: Extrapris på Hållbarhet, Jämställdhet och Social Rättvisa! En studie som genom en kritisk diskursanalys undersöker hur H&M inkorporerar politiska ställningstaganden i sin marknadsföring.}},
year = {{2019}},
}