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Att konstruera ett hållbart varumärke i en ohållbar industri

Bengtsson, Matilda LU and Svedhage, Felicia (2020) SKOK11 20201
Department of Strategic Communication
Abstract
This study aims to deepen the understanding of how companies within environmentally harmful industries are able to construct sustainable brands by producing current sustainability discourses. This is done by using a critical discourse analysis and a multimodal critical discourse analysis on the “Fly Responsibly” campaign from 2019 by the airline company KLM Royal Dutch Airlines, which consist of a website as well as a commercial video. The empirical data has been analyzed through a social constructivist perspective and a theoretical framework consisting mainly of Fairclough’s three dimensional model and chosen analytical tools, as well as the green economy discourse and the radical sustainability discourse. Based on the critical discourse... (More)
This study aims to deepen the understanding of how companies within environmentally harmful industries are able to construct sustainable brands by producing current sustainability discourses. This is done by using a critical discourse analysis and a multimodal critical discourse analysis on the “Fly Responsibly” campaign from 2019 by the airline company KLM Royal Dutch Airlines, which consist of a website as well as a commercial video. The empirical data has been analyzed through a social constructivist perspective and a theoretical framework consisting mainly of Fairclough’s three dimensional model and chosen analytical tools, as well as the green economy discourse and the radical sustainability discourse. Based on the critical discourse analysis, it has been possible to identify how the language of KLM’s campaign is used in order to construct a sustainable brand.
The results from the analysis show that KLM produces a mixture between the two sustainability discourses. However, they are expressed with varying degrees of certainty. It is also identified how KLM constructs its role as a leader of sustainable development in the industry, and that there is a certain amount of shift of responsibility for sustainability onto the consumer. The main conclusion that is presented is that companies within environmentally harmful industries should produce both sustainability discourses in their external communication. However, how they use the language in order to produce the discourses has an impact on the construction of a sustainable brand. (Less)
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author
Bengtsson, Matilda LU and Svedhage, Felicia
supervisor
organization
course
SKOK11 20201
year
type
M2 - Bachelor Degree
subject
keywords
strategic communication brand communication sustainability sustainability discourses environmentally harmful industries critical discourse analysis multimodal discourse analysis KLM
language
Swedish
id
9015190
date added to LUP
2020-06-10 15:54:19
date last changed
2020-06-10 15:54:19
@misc{9015190,
  abstract     = {This study aims to deepen the understanding of how companies within environmentally harmful industries are able to construct sustainable brands by producing current sustainability discourses. This is done by using a critical discourse analysis and a multimodal critical discourse analysis on the “Fly Responsibly” campaign from 2019 by the airline company KLM Royal Dutch Airlines, which consist of a website as well as a commercial video. The empirical data has been analyzed through a social constructivist perspective and a theoretical framework consisting mainly of Fairclough’s three dimensional model and chosen analytical tools, as well as the green economy discourse and the radical sustainability discourse. Based on the critical discourse analysis, it has been possible to identify how the language of KLM’s campaign is used in order to construct a sustainable brand.
The results from the analysis show that KLM produces a mixture between the two sustainability discourses. However, they are expressed with varying degrees of certainty. It is also identified how KLM constructs its role as a leader of sustainable development in the industry, and that there is a certain amount of shift of responsibility for sustainability onto the consumer. The main conclusion that is presented is that companies within environmentally harmful industries should produce both sustainability discourses in their external communication. However, how they use the language in order to produce the discourses has an impact on the construction of a sustainable brand.},
  author       = {Bengtsson, Matilda and Svedhage, Felicia},
  keyword      = {strategic communication brand communication sustainability sustainability discourses environmentally harmful industries critical discourse analysis multimodal discourse analysis KLM},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att konstruera ett hållbart varumärke i en ohållbar industri},
  year         = {2020},
}