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Konsten att gasa sig ur krisen med handbromsen i

Axelsson Därth, Martin and Persson, Max LU (2020) SKOK11 20201
Department of Strategic Communication
Abstract
Public demand for corporate social responsibility has increased significantly during recent years and is further stressed during global crises. At the same time, the use of engaging external events as a context in communication, in order to maintain relevance for the brand, is increasing. The phenomenon has been even more visible during the corona crisis. Thus, this study investigates how companies, without an obvious link to an external crisis, communicate social responsibility in order to maintain relevance and legitimacy. By applying a theoretical framework from neo-institutional theory, Scandinavian institutionalism and a multimodal semiotic analysis method, the study has conducted an analysis of socially responsible communication on... (More)
Public demand for corporate social responsibility has increased significantly during recent years and is further stressed during global crises. At the same time, the use of engaging external events as a context in communication, in order to maintain relevance for the brand, is increasing. The phenomenon has been even more visible during the corona crisis. Thus, this study investigates how companies, without an obvious link to an external crisis, communicate social responsibility in order to maintain relevance and legitimacy. By applying a theoretical framework from neo-institutional theory, Scandinavian institutionalism and a multimodal semiotic analysis method, the study has conducted an analysis of socially responsible communication on Instagram from six global companies within the automotive industry. Through the analysis, three main themes have been identified: chain reaction, the symbolism of the couplings, and contact phobia. Furthermore, the results of the study show three paradoxical tensions that affect the communication of the companies during a crisis. The paradoxical tensions consist of the contradictions of being unique versus imitating, coupling versus decoupling, and to mention the crisis explicitly versus implicitly. In conclusion, the study contributes to a deeper understanding of the possibilities and risks of communication social responsibility within a context of negative external events. (Less)
Abstract (Swedish)
Kraven på företag att ta ett socialt ansvar har ökat markant under senare år och stiger ytterligare under samhällskriser, vilket synliggjordes ytterligare under coronakrisen. Samtidigt ökar användandet av engagerande omvärldshändelser som kontext i kommunikationen, för att bibehålla en relevans för varumärket. Studien undersöker därmed hur företag, utan direkt koppling till en extern kris, kommunicerar ett socialt ansvarstagande i syfte att bibehålla sin relevans och legitimitet. Genom att applicera ett teoretiskt ramverk från nyinstitutionell teori och skandinavisk institutionalism samt en multimodal semiotisk metod, har studien analyserat socialt ansvarstagande kommunikation från sex globala bilföretag på Instagram. Av analysen... (More)
Kraven på företag att ta ett socialt ansvar har ökat markant under senare år och stiger ytterligare under samhällskriser, vilket synliggjordes ytterligare under coronakrisen. Samtidigt ökar användandet av engagerande omvärldshändelser som kontext i kommunikationen, för att bibehålla en relevans för varumärket. Studien undersöker därmed hur företag, utan direkt koppling till en extern kris, kommunicerar ett socialt ansvarstagande i syfte att bibehålla sin relevans och legitimitet. Genom att applicera ett teoretiskt ramverk från nyinstitutionell teori och skandinavisk institutionalism samt en multimodal semiotisk metod, har studien analyserat socialt ansvarstagande kommunikation från sex globala bilföretag på Instagram. Av analysen framkommer tre genomgående teman i företagens kommunikation: kedjereaktion, kopplingarnas symbolvärde och beröringsskräck. Studiens resultat visar på tre spänningsfält som påverkar företags kommunikation under en kris. Spänningsfälten utgörs av motsättningen mellan att vara unik eller imiterande, koppla sig till eller löskoppla sig från krisen, samt att beröra krisen explicit eller implicit. Slutligen bidrar studien därmed med en djupare insikt kring möjligheterna och riskerna med att kommunicera socialt ansvarstagande i en negativ omvärldskontext. (Less)
Please use this url to cite or link to this publication:
author
Axelsson Därth, Martin and Persson, Max LU
supervisor
organization
course
SKOK11 20201
year
type
M2 - Bachelor Degree
subject
keywords
corporate social responsibility, corporate social marketing, real-time marketing, neo-institutional theory, legitimacy, semiotics, corona crisis, automotive industry
language
Swedish
id
9015371
date added to LUP
2020-06-23 22:51:27
date last changed
2020-06-23 22:51:27
@misc{9015371,
  abstract     = {Public demand for corporate social responsibility has increased significantly during recent years and is further stressed during global crises. At the same time, the use of engaging external events as a context in communication, in order to maintain relevance for the brand, is increasing. The phenomenon has been even more visible during the corona crisis. Thus, this study investigates how companies, without an obvious link to an external crisis, communicate social responsibility in order to maintain relevance and legitimacy. By applying a theoretical framework from neo-institutional theory, Scandinavian institutionalism and a multimodal semiotic analysis method, the study has conducted an analysis of socially responsible communication on Instagram from six global companies within the automotive industry. Through the analysis, three main themes have been identified: chain reaction, the symbolism of the couplings, and contact phobia. Furthermore, the results of the study show three paradoxical tensions that affect the communication of the companies during a crisis. The paradoxical tensions consist of the contradictions of being unique versus imitating, coupling versus decoupling, and to mention the crisis explicitly versus implicitly. In conclusion, the study contributes to a deeper understanding of the possibilities and risks of communication social responsibility within a context of negative external events.},
  author       = {Axelsson Därth, Martin and Persson, Max},
  keyword      = {corporate social responsibility,corporate social marketing,real-time marketing,neo-institutional theory,legitimacy,semiotics,corona crisis,automotive industry},
  language     = {swe},
  note         = {Student Paper},
  title        = {Konsten att gasa sig ur krisen med handbromsen i},
  year         = {2020},
}