The aim of this study is to find out if there is any difference between how a state-owned company and a publicly listed private company communicate its sustainability performance in its sustainability report. It also aims to find out if the communication regarding sustainability has changed over time. The poll was conducted in two Swedish companies, Sveaskog AB and AB SCA, operating in the forestry industry and through a quantitative content analysis, the companies' sustainability reports from 2005 and 2010 were examined. To get a result, the reports has been examined by the GRI framework (Global Reporting Initiative) and an assessment of the communication was made based on a scale of 0-3. The results has been evaluated based on stakeholder theory, legitimacy theory and the growing interest in CSR.  The analyses found evidence that there is a link between the form of ownership of the company and how it communicates regarding sustainability. The results shows that the state-owned company has an inferior communication regarding these issues compared to the publicly listed private company. The results also shows that the communication has improved for both companies during the period for the analyses.

A successful forest generation is important for several operators and a lot can happen on the way from nursery to established plant. Therefore traceability of forest plants is important. Sveaskog is one of Sweden’s big producers of forest plants thru their business Svenska skogsplantor. Today it’s possible to trace forest plants grown by Svenska skogsplantor and planted by Sveaskog, but the chain of traceability cannot be considered unbroken since its partially uncertain under the treatment what happens to the plants. Today systems with barcodes, computer systems and applications in smartphones can be at help to create unbroken chains of traceability and the purpose of this work was to examine of what an extended traceability of forest plants could be. The work was done with qualitatively method and semi-structured interviews and the result show that people who work with establishment of forest plants where satisfied with the current traceability but could see benefits like increased control, more interesting work and substratum for statistics as good usage from improved traceability.

The purpose of this thesis is to study how the Sámi people are portrayed in the swedish newspaper Dagens Nyheter’s two publications of climate change and the forest industry. The aim of this study is to identify whether power structures are reproduced or challenged. To do so, I applied critical discourse analysis as a method. The theoretical framework is composed of media theories, theories of institution and hegemony, and also by theories of stereotypingand “the other”. The results showed that one could crystallize a Sámi identity discourse order and a Sámi journalistic discourse order in the empirical material. On the one hand, the hegemony was reproduced by the way the Sámi people were described as a people with a lot of stereotypical perceptions, like being primitive, a victim and living close to nature. But on the other hand the power structures were challenged by the way the Sámi people were portrayed as active and fighting for their rights. The Sámi people were also given a position of power in comparison to the industry and the state, where the Sámi people are assigned a new epithet as a goodhearted climate hero. That identity description is constructed in relation to the industry and the state who are assigned the role of the oppressor. The conclusion that can be made out of this essay is that regardless of being described with positive stereotypical perceptions, the Sámi people’s subordinate position will always be reproduced. Furthermore, it will give birth to new stereotypes, like: The Sámi people = The climate hero of our time.

The study ”Wash away greenwashing” aims to analyze crisis communication caused byaccusations of greenwashing and whether the accused organizations succeed in repairing their image. Greenwashing is when an organization is trying to portray themselves as more environmentally friendly than they actually are. The chosen organizations are Sveaskog, Preem and Svenskt Flyg, who have been accused of greenwashing and won the annual anti- prize which is voted forward by the swedish environmental organization Jordens Vänner. The study conducts a qualitative rhetorical analysis and a smaller quantitative content analysis based on theories about the rhetorical situation, ethos, pathos and logos, green rhetoric and Image repair theory. The study analyzes four different media texts belonging to the organisations which are called ”Kommentar till Svenska Greenwashingpriset”, ”Sveaskog välkomnar en dialog om skog”, ”Så ska Preem hantera Svenska Greenwashingpriset” och ”De får Svenska Greenwashingpriset 2017”. The result of the analysis shows that all of the accused organizations are using the different theory’s within crisis communication, but theextent differs. The main thing to achieve effective crisis communication is to have available information concerning the accusations and that the crisis communication should be as correct and balanced as possible regarding rhetoric. The conclusion is that Sveaskog is the most efficient with their crisis communication and thus succeeds in repairing their image after the accusations in the best way. / Studien ”Wash away greenwashing” ämnar analysera kriskommunikation som uppstått efter anklagelser om greenwashing och huruvida organisationerna lyckas reparera sin image. Greenwashing är när en organisation försöker framställa sig som mer miljövänliga än vad de i själva verket är (Jordens Vänner, u.å.a). De valda organisationerna är Sveaskog, Preem och Svenskt Flyg, tre organisationer som anklagats för greenwashing och har vunnit det årliga antipriset som röstas fram och delas ut av miljöorganisationen Jordens Vänner (Jordens Vänner, u.å.a). Studien genomför en kvalitativ retorisk analys och en mindre kvantitativ innehållsanalys analys som utgår från teori om retorisk situation, retoriska appellformer, grön retorik och Image Repair Theory. Genom analysen analyseras fyra olika medietextertillhörande organisationerna vid namn ”Kommentar till Svenska Greenwashingpriset”, ”Sveaskog välkomnar en dialog om skog”, ”Så ska Preem hantera Svenska Greenwashingpriset” och ”De får Svenska Greenwashingpriset 2017”. Resultatet visar att avsändarna Sveaskog, Preem och Svenskt Flyg alla använder sig av strategier inom kriskommunikation, men vid olika antal tillfällen och genom olika uttryck. Det huvudsakliga för att kunna uppnå effektiv kriskommunikation är att det ska finnas tillgänglig information angående anklagelserna och att den ska vara så korrekt och retoriskt balanserad som möjligt. Trots att alla avsändare använder sig av olika retoriska appellformer, så är slutsatsen att det är Sveaskog som lyckas mest effektivt med sin kriskommunikation och därmed lyckas reparera sin image efter anklagelserna på bästa vis.