CSR Communication: An Explorative Study on the Message Content and the Meanings they Convey
(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:
http://lup.lub.lu.se/student-papers/record/1729705
- author
- Portay, Stefan and Gonzalez, Andres
- supervisor
- organization
- year
- 2010
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{CSR Communication: An Explorative Study on the Message Content and the Meanings they Convey}},
year = {{2010}},
}