Skapandet av ett legitimt scenframträdande
(2023) SKOK11 20231Department of Strategic Communication
- Abstract (Swedish)
- Byggandet av en organisation som externt uppfattas som trovärdig och legitim är av stor vikt för att långsiktigt värna om organisationens överlevnad. Detta görs exempelvis genom att kommunicera om organisationens hållbarhetsprestationer och visioner, och utgör grunden för hur organisationen följaktligen uppfattas av sina intressenter. Genom att vd:n väljer att kommunicera om organisationens hållbarhetsarbete, tydliggörs även hur verksamheten drivs med samhället i åtanke. Denna studie tar ett strategiskt kommunikativt perspektiv på legitimitetsskapande i vd-ord för att komplettera tidigare forskning av främst ekonomisk och kvantitativ karaktär. Studien syftar till att bidra med en djupare förståelse av organisatorisk legitimitetsskapande... (More)
- Byggandet av en organisation som externt uppfattas som trovärdig och legitim är av stor vikt för att långsiktigt värna om organisationens överlevnad. Detta görs exempelvis genom att kommunicera om organisationens hållbarhetsprestationer och visioner, och utgör grunden för hur organisationen följaktligen uppfattas av sina intressenter. Genom att vd:n väljer att kommunicera om organisationens hållbarhetsarbete, tydliggörs även hur verksamheten drivs med samhället i åtanke. Denna studie tar ett strategiskt kommunikativt perspektiv på legitimitetsskapande i vd-ord för att komplettera tidigare forskning av främst ekonomisk och kvantitativ karaktär. Studien syftar till att bidra med en djupare förståelse av organisatorisk legitimitetsskapande inom kontexten social hållbarhet, och detta görs genom tillämpandet av Goffmans dramaturgiska teori. Detta gjordes via en kvalitativ och longitudinell innehållsanalys där H&M:s vd-ord utgjorde studiens empiriska material. Baserat på den observerade empirin, strävar studien efter att visa hur kommunikation om social hållbarhet är ett tydligt tillvägagångssätt för att skapa och bibehålla legitimitet. H&M är en aktör som strävar efter att uppfylla sina kunders förväntningar och prioriterar relationen till sin publik högt genom att strategiskt anpassa sin kommunikation efter externa förväntningar. H&M tillämpar sin kommunikation utefter globala händelser i sin sociala omgivning för att uppfattas mer legitima. Detta förväntas illustreras i uppvisandet av ödmjukhet, känslor och empati i vd-orden under globala kriser. Resultaten av studien öppnar även upp för intressanta spänningar mellan transparens och intrycksstyrning samt hur dessa bör balanseras för att uppnå legitimitet. (Less)
- Abstract
- The way an organization builds itself to be externally perceived as credible and legitimate is of great importance for ensuring the long-term survival of the organization. This is achieved, for example, by communicating the organization's sustainability achievements and visions, forming the basis for how the organization is consequently perceived by its stakeholders. When the CEO chooses to communicate about the organization's sustainability efforts, it also clarifies how the business is conducted with society in mind. This study takes a strategic communicative approach to legitimacy building in CEO letters in order to complement previous research primarily of economic and quantitative nature. The study aims to contribute to a deeper... (More)
- The way an organization builds itself to be externally perceived as credible and legitimate is of great importance for ensuring the long-term survival of the organization. This is achieved, for example, by communicating the organization's sustainability achievements and visions, forming the basis for how the organization is consequently perceived by its stakeholders. When the CEO chooses to communicate about the organization's sustainability efforts, it also clarifies how the business is conducted with society in mind. This study takes a strategic communicative approach to legitimacy building in CEO letters in order to complement previous research primarily of economic and quantitative nature. The study aims to contribute to a deeper understanding of organizational legitimacy building within the context of social sustainability, by applying Goffman's dramaturgical theory. This was accomplished through a qualitative and longitudinal content analysis where the CEO letters of H&M constituted the empirical material of the study. Based on the observed empirical data, the study strives to demonstrate how communication about social sustainability is a clear approach to creating and maintaining legitimacy. H&M is an actor that strives to meet its customers' expectations and prioritizes its relationship with its audience by strategically aligning its communication with external expectations. H&M adapts its communication based on global events in its social environment to be perceived as more legitimate. This is expected to be illustrated in the display of humility, emotions and empathy in the CEO's letters during a global crisis. The results of the study also open up interesting displays of tension between transparency and impression management, as well as how these should be balanced to achieve legitimacy. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9118551
- author
- Bandstein, Tess Rosa Linnea LU and Nielsen, Sara Landorph LU
- supervisor
- organization
- course
- SKOK11 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Organizational legitimacy, social sustainability, CEO-letter, strategic communication, Goffman, dramaturgy
- language
- Swedish
- id
- 9118551
- date added to LUP
- 2023-08-28 09:07:05
- date last changed
- 2023-08-28 09:07:05
@misc{9118551,
abstract = {{The way an organization builds itself to be externally perceived as credible and legitimate is of great importance for ensuring the long-term survival of the organization. This is achieved, for example, by communicating the organization's sustainability achievements and visions, forming the basis for how the organization is consequently perceived by its stakeholders. When the CEO chooses to communicate about the organization's sustainability efforts, it also clarifies how the business is conducted with society in mind. This study takes a strategic communicative approach to legitimacy building in CEO letters in order to complement previous research primarily of economic and quantitative nature. The study aims to contribute to a deeper understanding of organizational legitimacy building within the context of social sustainability, by applying Goffman's dramaturgical theory. This was accomplished through a qualitative and longitudinal content analysis where the CEO letters of H&M constituted the empirical material of the study. Based on the observed empirical data, the study strives to demonstrate how communication about social sustainability is a clear approach to creating and maintaining legitimacy. H&M is an actor that strives to meet its customers' expectations and prioritizes its relationship with its audience by strategically aligning its communication with external expectations. H&M adapts its communication based on global events in its social environment to be perceived as more legitimate. This is expected to be illustrated in the display of humility, emotions and empathy in the CEO's letters during a global crisis. The results of the study also open up interesting displays of tension between transparency and impression management, as well as how these should be balanced to achieve legitimacy.}},
author = {{Bandstein, Tess Rosa Linnea and Nielsen, Sara Landorph}},
language = {{swe}},
note = {{Student Paper}},
title = {{Skapandet av ett legitimt scenframträdande}},
year = {{2023}},
}