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Vi ska göra det lätt för kunden att välja rätt för en hållbar utveckling” En analys av två drivmedelsbolags kommunikation av ansvar gällande klimat- och miljöfrågor

Quistgaard, Louise (2015) SKOM01 20151
Department of Strategic Communication
Abstract
"We shall make it easy for the customer to choose the right for a sustainable development". An analysis of the two fuel companies' communication of responsibilities regarding climate and envi-ronmental issues.
This master thesis examines how two fuel companies rhetorically communicates its view of responsibility for environmental and climate issues on their websites. In order to provide a detailed picture of this, a content analysis in the form of a text analysis focusing on rhetoric was used. Texts on the websites under the tab “Environment” of the fuel companies OKQ8 and Preem were researched. The texts with clear aspects of responsibility were analysed with theories of risk and credibility. The result shows that the two fuel companies... (More)
"We shall make it easy for the customer to choose the right for a sustainable development". An analysis of the two fuel companies' communication of responsibilities regarding climate and envi-ronmental issues.
This master thesis examines how two fuel companies rhetorically communicates its view of responsibility for environmental and climate issues on their websites. In order to provide a detailed picture of this, a content analysis in the form of a text analysis focusing on rhetoric was used. Texts on the websites under the tab “Environment” of the fuel companies OKQ8 and Preem were researched. The texts with clear aspects of responsibility were analysed with theories of risk and credibility. The result shows that the two fuel companies largely communicates that it is the consumers who should take responsibility for environmental and cli-mate impact, because it is them that buys the fuel and as a result of that emit cli-mate-changing carbon dioxide while driving. The fuel companies communicate the responsibility in the relationship between themselves and the consumer by en-abling the consumers themselves to take responsibility. This manifests itself in that the fuel companies offer climate-smart products, the ability to pay for carbon offset and various good advices on how the vehicle may be used in a more sus-tainable way. These deals are a form of risk management, with a major focus on individualization when the consumer is the one who often must perform risk-handling activities. By working with environmental and climate management as CSR the companies creates a greater legitimacy for their activities. Seen from a critical perspective, these companies are, however, much more inclined to show how the consumers can handle the problem than to describe and recognize their own involvement in the source of the problems. The credibility and motives of the companies' commitment to environmental and climate issues feels thus unclear. Their communication can be explained by theories of double-bind, since the fuel companies find themselves in a paradox where they have to deal with the problem 1 that their sales approach are climate-changing fuels, but that the consumers also
must reduce their fossil emissions. (Less)
Please use this url to cite or link to this publication:
author
Quistgaard, Louise
supervisor
organization
course
SKOM01 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
responsibility, CSR, oil companies, website, double-bind
language
Swedish
id
7985086
date added to LUP
2015-09-22 10:54:01
date last changed
2015-09-22 10:54:01
@misc{7985086,
  abstract     = {"We shall make it easy for the customer to choose the right for a sustainable development". An analysis of the two fuel companies' communication of responsibilities regarding climate and envi-ronmental issues.
This master thesis examines how two fuel companies rhetorically communicates its view of responsibility for environmental and climate issues on their websites. In order to provide a detailed picture of this, a content analysis in the form of a text analysis focusing on rhetoric was used. Texts on the websites under the tab “Environment” of the fuel companies OKQ8 and Preem were researched. The texts with clear aspects of responsibility were analysed with theories of risk and credibility. The result shows that the two fuel companies largely communicates that it is the consumers who should take responsibility for environmental and cli-mate impact, because it is them that buys the fuel and as a result of that emit cli-mate-changing carbon dioxide while driving. The fuel companies communicate the responsibility in the relationship between themselves and the consumer by en-abling the consumers themselves to take responsibility. This manifests itself in that the fuel companies offer climate-smart products, the ability to pay for carbon offset and various good advices on how the vehicle may be used in a more sus-tainable way. These deals are a form of risk management, with a major focus on individualization when the consumer is the one who often must perform risk-handling activities. By working with environmental and climate management as CSR the companies creates a greater legitimacy for their activities. Seen from a critical perspective, these companies are, however, much more inclined to show how the consumers can handle the problem than to describe and recognize their own involvement in the source of the problems. The credibility and motives of the companies' commitment to environmental and climate issues feels thus unclear. Their communication can be explained by theories of double-bind, since the fuel companies find themselves in a paradox where they have to deal with the problem 1 that their sales approach are climate-changing fuels, but that the consumers also
must reduce their fossil emissions.},
  author       = {Quistgaard, Louise},
  keyword      = {responsibility,CSR,oil companies,website,double-bind},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vi ska göra det lätt för kunden att välja rätt för en hållbar utveckling” En analys av två drivmedelsbolags kommunikation av ansvar gällande klimat- och miljöfrågor},
  year         = {2015},
}