Communicating Sustainability Through Web-Based Communication: A Case Study of Rhetorical Strategies and Organizational Legitimacy in Scandinavian Airlines
(2020) SKOM12 20201Department of Strategic Communication
- Abstract
- Sustainability communication is an emerging concept in communication practice and become organization matters in term of organizational communication and organizational legitimacy. This study is taking from a sustainability initiatives point of view on how the organization communicates their sustainability initiatives in order to gain legitimacy and stakeholder support, particularly through web-based communication. A case study was conducted in the aviation industry, which is focusing on Scandinavian Airlines, communicating their sustainability initiatives through rhetorical strategies to gain legitimacy. The aims of this study is to understand the role of sustainability communication in the process of gaining legitimacy by using rhetoric... (More)
- Sustainability communication is an emerging concept in communication practice and become organization matters in term of organizational communication and organizational legitimacy. This study is taking from a sustainability initiatives point of view on how the organization communicates their sustainability initiatives in order to gain legitimacy and stakeholder support, particularly through web-based communication. A case study was conducted in the aviation industry, which is focusing on Scandinavian Airlines, communicating their sustainability initiatives through rhetorical strategies to gain legitimacy. The aims of this study is to understand the role of sustainability communication in the process of gaining legitimacy by using rhetoric strategies through web-based communication. In analysis the empirical material, the study adopts two theoretical frameworks which are legitimacy theory and rhetoric strategies to comprehend the process of gaining legitimacy. A qualitative method is used in this study an approach to understand organizational legitimacy and rhetoric strategies through organization texts on the web-based communication and it was conducted with content analysis as the main method analysis and also semi-structured interview. The result of study indicated that Scandinavian Airlines uses various rhetorical strategies in sustainability communication on their web-based communication, particularly by using strategic rhetoric as the most powerful rhetoric to not only gain legitimacy, but also control and manipulate stakeholders through sustainability initiatives information. Theoretical implication from this study shows that organizations could attain pragmatic and moral legitimacy with ease yet cognitive legitimacy is the most difficult to attain since it is the most powerful legitimacy compared to other legitimacy dimensions. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9029137
- author
- Rumanda, Adam Kurniawan LU
- supervisor
- organization
- course
- SKOM12 20201
- year
- 2020
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Legitimacy theory, Legitimacy dimension, Rhetoric strategies, Sustainability, Sustainability communication, Web-based communication, Scandinavian airlines, Aviation.
- language
- English
- id
- 9029137
- date added to LUP
- 2021-02-01 09:08:27
- date last changed
- 2021-02-01 09:08:27
@misc{9029137,
abstract = {{Sustainability communication is an emerging concept in communication practice and become organization matters in term of organizational communication and organizational legitimacy. This study is taking from a sustainability initiatives point of view on how the organization communicates their sustainability initiatives in order to gain legitimacy and stakeholder support, particularly through web-based communication. A case study was conducted in the aviation industry, which is focusing on Scandinavian Airlines, communicating their sustainability initiatives through rhetorical strategies to gain legitimacy. The aims of this study is to understand the role of sustainability communication in the process of gaining legitimacy by using rhetoric strategies through web-based communication. In analysis the empirical material, the study adopts two theoretical frameworks which are legitimacy theory and rhetoric strategies to comprehend the process of gaining legitimacy. A qualitative method is used in this study an approach to understand organizational legitimacy and rhetoric strategies through organization texts on the web-based communication and it was conducted with content analysis as the main method analysis and also semi-structured interview. The result of study indicated that Scandinavian Airlines uses various rhetorical strategies in sustainability communication on their web-based communication, particularly by using strategic rhetoric as the most powerful rhetoric to not only gain legitimacy, but also control and manipulate stakeholders through sustainability initiatives information. Theoretical implication from this study shows that organizations could attain pragmatic and moral legitimacy with ease yet cognitive legitimacy is the most difficult to attain since it is the most powerful legitimacy compared to other legitimacy dimensions.}},
author = {{Rumanda, Adam Kurniawan}},
language = {{eng}},
note = {{Student Paper}},
title = {{Communicating Sustainability Through Web-Based Communication: A Case Study of Rhetorical Strategies and Organizational Legitimacy in Scandinavian Airlines}},
year = {{2020}},
}