Advanced

CSR Communication: An Explorative Study on the Message Content and the Meanings they Convey

Portay, Stefan and Gonzalez, Andres (2010)
Department of Business Administration
Abstract
We explored how a company tries to overcome the problems of awareness, attribution and the definitional misunderstandings of the CSR concept by investigating the message content of communication of a company that positions themselves on their CSR values and activities. This study has an exploratory approach with a strong qualitative focus. The empirical data for this study was collected from Barista’s website, the mural in one of Barista’s stores located at Malmo, and a brochure they handed in that store. By using archetype and visual analysis theory we found that certain actors in visual communication convey different meanings. Additionally, by applying archetype analysis, these universally shared meanings can help the problems of... (More)
We explored how a company tries to overcome the problems of awareness, attribution and the definitional misunderstandings of the CSR concept by investigating the message content of communication of a company that positions themselves on their CSR values and activities. This study has an exploratory approach with a strong qualitative focus. The empirical data for this study was collected from Barista’s website, the mural in one of Barista’s stores located at Malmo, and a brochure they handed in that store. By using archetype and visual analysis theory we found that certain actors in visual communication convey different meanings. Additionally, by applying archetype analysis, these universally shared meanings can help the problems of awareness, attribution, and definitional misunderstandings of the concept of CSR. (Less)
Please use this url to cite or link to this publication:
author
Portay, Stefan and Gonzalez, Andres
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Social Responsibility, Brand Archetypes, Visual Analysis, Marketing Communication, Barista, Management of enterprises, Företagsledning, management
language
Swedish
id
1729705
date added to LUP
2010-06-03 00:00:00
date last changed
2012-04-02 18:30:18
@misc{1729705,
  abstract     = {We explored how a company tries to overcome the problems of awareness, attribution and the definitional misunderstandings of the CSR concept by investigating the message content of communication of a company that positions themselves on their CSR values and activities. This study has an exploratory approach with a strong qualitative focus. The empirical data for this study was collected from Barista’s website, the mural in one of Barista’s stores located at Malmo, and a brochure they handed in that store. By using archetype and visual analysis theory we found that certain actors in visual communication convey different meanings. Additionally, by applying archetype analysis, these universally shared meanings can help the problems of awareness, attribution, and definitional misunderstandings of the concept of CSR.},
  author       = {Portay, Stefan and Gonzalez, Andres},
  keyword      = {Corporate Social Responsibility,Brand Archetypes,Visual Analysis,Marketing Communication,Barista,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {CSR Communication: An Explorative Study on the Message Content and the Meanings they Convey},
  year         = {2010},
}