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“We are ready for a new energy future”: En kvalitativ analys om hur Vattenfall kommunicerar CSR på YouTube.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development
Alternative title
“We are ready for a new energy future” : A qualitative analysis regarding how Vattenfall communicates CSR on YouTube. (English)
Abstract [sv]

Konsumenters krav gällande hur företag bör engagera sig i samhälls- och miljöfrågor blir alltmer striktare. Samtidigt visar forskning att företag lägger ner mer resurser än någonsin tidigare på samma frågor, men trots detta är företagens kommunikation kring samhälle och miljö tämligen outforskat. Få artiklar inom fältet (Corporate Social Responsibility, CSR) kartlägger företagskommunikation kring Agenda 2030 och dessutom saknar en tredjedel teoretiskt perspektiv vilket utgör ett stort hinder i tillförlitlig forskning om ens syfte är att teoretisera fenomenet.

Syftet med denna studie är att bidra till att fylla denna forskningslucka och att bidra till teoretiseringen för hur företag kommunicerar CSR på YouTube. Detta görs genom att analysera det statliga energibolaget Vattenfall. Studien undersöker vilka fokusområden inom Agenda 2030 Vattenfall fokuserar på i deras videor och hur man genom utformningen kommunicerar dessa.

Uppsatsens resultat visar att Vattenfall fokuserar sin CSR-kommunikation på det miljömässiga ansvarstagandet. Empirin har en tydlig anknytning till det miljömässiga ansvarstagandet och genomsyras av värderingar som går att koppla till det sociala ansvarstagandet medan det bara går att se antydan till det ekonomiska ansvarstagandet.

Abstract [en]

Consumers' demands regarding how companies should engage in social and environmental issues are becoming increasingly stringent. At the same time, research show that companies are spending more resources than ever before on the same issues, but despite this, companies' communication about society and the environment is fairly unexplored. Few articles in the field (Corporate Social Responsibility, CSR) chart corporate communication around Agenda 2030 and a third lacks theoretical perspective, which is a major concern for the development of theorizing the phenomenon.

The purpose of this study is to help fill this research gap and to help theorize how companies communicate CSR on YouTube. This is done by analyzing the state-owned energy company Vattenfall. The study examines which focus areas Vattenfall focus on in their videos and how these are communicated through the design.

The thesis results show that Vattenfall focuses its CSR communication on environmental responsibility. The empirical data has a clear link to environmental responsibility and is permeated by values ​​that can be linked to social responsibility, while it is only possible to see the hint of financial responsibility.

Place, publisher, year, edition, pages
2019. , p. 69
Keywords [en]
CSR, CSRC, YouTube, Agenda 2030
Keywords [sv]
CSR, CSRC, YouTube, Agenda 2030
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-47813ISRN: JU-HLK-MKA-1-20200283OAI: oai:DiVA.org:hj-47813DiVA, id: diva2:1393991
Subject / course
HLK, Media and Communication Studies
Examiners
Available from: 2020-02-20 Created: 2020-02-17 Last updated: 2020-02-20Bibliographically approved

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