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1241 kommentarer, men bara ett varumärke? En diskursiv studie av kommunikationen i Oatlys sociala medier

Grönlund, Maria LU and Petersson, Johanna LU (2016) SKOK01 20161
Department of Strategic Communication
Abstract (Swedish)
Den här studien syftar till att undersöka hur livsmedelsföretaget Oatlys varumärke konstrueras genom den kommunikation som sker i företagets sociala medier. Studien utgår från ett diskursivt perspektiv och betraktar därmed de kommunikativa processerna från intressenterna och företaget i de sociala medierna som diskursiva handlingar. Dessa handlingar ses som delar av större diskurser, vilka utnyttjas i kommunikationen och verkar konstituerande för företagsvarumärket. Empirin består av såväl skriftliga inlägg som kommentarer på Oatlys Facebook-sida och Instagram-konto. Vi har analyserat empirin abduktivt utifrån ett teoretiskt ramverk innehållande ett individbaserat perspektiv på företagsvarumärken och en beskriv-ning av den sociala... (More)
Den här studien syftar till att undersöka hur livsmedelsföretaget Oatlys varumärke konstrueras genom den kommunikation som sker i företagets sociala medier. Studien utgår från ett diskursivt perspektiv och betraktar därmed de kommunikativa processerna från intressenterna och företaget i de sociala medierna som diskursiva handlingar. Dessa handlingar ses som delar av större diskurser, vilka utnyttjas i kommunikationen och verkar konstituerande för företagsvarumärket. Empirin består av såväl skriftliga inlägg som kommentarer på Oatlys Facebook-sida och Instagram-konto. Vi har analyserat empirin abduktivt utifrån ett teoretiskt ramverk innehållande ett individbaserat perspektiv på företagsvarumärken och en beskriv-ning av den sociala konstruktionen av naturen, hälsan och företagande. Resultaten visar att intressenterna och Oatly genom sina diskursiva handlingar examinerar företaget på tre punkter: produktion, innehåll och ansvar. Vidare visar studien att denna examinering sker utifrån olika tolkningsrepertoarer och genererar olika normaliserande sanktioner, vilka antingen erkänner eller kränker olika beskrivningar av företaget och därmed dess varumärke. Studiens tre slutsatser är: 1) olika tolkningsrepertoarer ger olika mening till företagsvarumärket, 2) även om individer ingår i samma tolkningsrepertoar kan de ha olika prioriteringar och genom sina diskursiva handlingar skapa skilda meningar om företagsvarumärket, samt 3) företagsvarumärket konstrueras genom de förväntningar som intressenterna och företaget har. Sammanfattningsvis konstrueras inte Oatlys företagsvarumärke likadant över de 1241 kommentarer som analyserats och det är därför en svårighet att tala om ett enhetligt varumärke hos ett företag. Istället visar studien hur vi kan förstå företagsvarumärket som flera samtidigt existerande sanningar, vilka möjliggörs tack vare ett post-fact society. (Less)
Abstract
This study aims to investigate how the brand of the food company Oatly is constructed through communication in social media. The study uses a discursive perspective, and examines the communicative processes between the stakeholders and Oatly as discursive actions. These actions are part of discourses and constituent for the corporate brand. The empirics include written posts and comments at Oatly’s Facebook page and Instagram account. These have been analysed through an abductive reasoning with a theoretical framework containing a humanized
perspective of brands, the social construction of nature, health and business. Our results show that the consumers and Oatly through their discursive actions examine the company on three aspects:... (More)
This study aims to investigate how the brand of the food company Oatly is constructed through communication in social media. The study uses a discursive perspective, and examines the communicative processes between the stakeholders and Oatly as discursive actions. These actions are part of discourses and constituent for the corporate brand. The empirics include written posts and comments at Oatly’s Facebook page and Instagram account. These have been analysed through an abductive reasoning with a theoretical framework containing a humanized
perspective of brands, the social construction of nature, health and business. Our results show that the consumers and Oatly through their discursive actions examine the company on three aspects: production, ingredients and their responsibility. Furthermore, we can see that the examination occurs within different interpretative repertoires, which generate various normalised sanctions. These sanctions either recognise or infringe the different descriptions of the company and therefore also the brand. The conclusions drawn within this study are 1) different interpretative repertoires will produce different meanings to the corporate brand, 2) even though individuals are included in the same interpretative repertoire, they may be prioritizing differently and therefore create various meanings for the corporate brand through discursive actions, and 3) the corporate brand is constructed through the expectations that stakeholders and the company have. In summary, we can see that Oatly´s corporate brand is not constructed the same way over the 1241 comments we have studied. It is therefore difficult to talk about one integrated and unified brand. Instead, this study presents how a corporate brand can be understood as a result of several simultaneously existing truths, which are made possible by a post-fact society. (Less)
Please use this url to cite or link to this publication:
author
Grönlund, Maria LU and Petersson, Johanna LU
supervisor
organization
alternative title
1241 comments, but only one brand? The communication in Oatly’s social media through a discursive perspective
course
SKOK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
discourse, corporate branding, Oatly, social media, communications, co-creation, dialogue, examination, recognition, environment, health, strategic communiation
language
Swedish
id
8877965
date added to LUP
2016-06-13 14:19:20
date last changed
2016-06-13 14:19:20
@misc{8877965,
  abstract     = {This study aims to investigate how the brand of the food company Oatly is constructed through communication in social media. The study uses a discursive perspective, and examines the communicative processes between the stakeholders and Oatly as discursive actions. These actions are part of discourses and constituent for the corporate brand. The empirics include written posts and comments at Oatly’s Facebook page and Instagram account. These have been analysed through an abductive reasoning with a theoretical framework containing a humanized 
perspective of brands, the social construction of nature, health and business. Our results show that the consumers and Oatly through their discursive actions examine the company on three aspects: production, ingredients and their responsibility. Furthermore, we can see that the examination occurs within different interpretative repertoires, which generate various normalised sanctions. These sanctions either recognise or infringe the different descriptions of the company and therefore also the brand. The conclusions drawn within this study are 1) different interpretative repertoires will produce different meanings to the corporate brand, 2) even though individuals are included in the same interpretative repertoire, they may be prioritizing differently and therefore create various meanings for the corporate brand through discursive actions, and 3) the corporate brand is constructed through the expectations that stakeholders and the company have. In summary, we can see that Oatly´s corporate brand is not constructed the same way over the 1241 comments we have studied. It is therefore difficult to talk about one integrated and unified brand. Instead, this study presents how a corporate brand can be understood as a result of several simultaneously existing truths, which are made possible by a post-fact society.},
  author       = {Grönlund, Maria and Petersson, Johanna},
  keyword      = {discourse,corporate branding,Oatly,social media,communications,co-creation,dialogue,examination,recognition,environment,health,strategic communiation},
  language     = {swe},
  note         = {Student Paper},
  title        = {1241 kommentarer, men bara ett varumärke? En diskursiv studie av kommunikationen i Oatlys sociala medier},
  year         = {2016},
}