Syftet med denna studie är att beskriva hur svenska banker använder retorik i sin miljöredovisning i hållbarhetsrapporter för att svara på externt tryck. Studiens ska ge läsare av miljöredovisning i hållbarhetsrapporter en bättre förståelse för hur svenska banker använder retorik i sina hållbarhetsrapporter för att återfå eller behålla legitimitet. Studien bygger på en kvalitativ forskningsmetod. För att studera hur miljöredovisningen i svenska bankers hållbarhetsrapporter förändras från år 2015 till 2017 har en textanalys med retorisk orientering genomförts. Genom legitimitetsteorin och tidigare forsknings insatser har det erhållna resultatet kunnat tolkas. De olika argumentationsmedlen, det vill säga ethos, logos och pathos, används av de svenska bankerna för att svara på externt tryck beträffande bankernas indirekta miljöpåverkan. Däremot finns det, som svar på externt tryck, ingen enhetlig användning av de olika argumentationsmedlen ethos, logos och pathos i de svenska bankernas miljöredovisning i hållbarhetsrapporter. Retoriken ändras på olika sätt för att svara på externt tryck. Ethos-argumentation används av majoriteten av bankerna vid mindre tryck för att förhindra att legitimitetsgap uppstår och logos-argumentation används vid större tryck från media för att stänga legitimitetsgapet. Det tredje argumentationsmedlet, pathos, används när banken inte i hög utsträckning har arbetat med den indirekta miljöpåverkan. Studien utökar kunskapen i studieområdet genom att ha studerat retorik i hållbarhetsrapporter samt företag med indirekt miljöpåverkan, alltså banker. För vidare forskning hade det varit till fördel att jämföra banker som överhuvudtaget inte får tryck gällande sina investeringar med banker som får direkt tryck samt att studera ett längre tidsförlopp. / The purpose of this study is to describe how Swedish banks use rhetoric in their environmental disclosures to respond to external pressure. The study will give readers of environmental reports a better understanding of how Swedish banks use rhetoric in their sustainability reports to regain or retain legitimacy. The study is based on a qualitative research method. To study how the environmental disclosure in Swedish banks' sustainability reports changes from 2015 to 2017, a text analysis with rhetorical orientation has been carried out. The result obtained has been interpreted through legitimacy theory and previous research efforts.The various means of argumentation, ie ethos, logos and pathos, are used by the Swedish banks to respond to external pressure on the banks' indirect environmental impact. However, in response to external pressure, there is no uniform use of the different arguments of ethos, logos and pathos in the Swedish banks' environmental disclosure in sustainability reports. The rhetoric changes in different ways to respond to external pressure. Ethos argumentation is used by the majority of banks at less pressure to prevent legitimacy gaps from arising and logos argumentation is used at greater pressures from the media to close the legitimacy gap. The third means of argument, pathos, is used when the bank has not worked a lot with the indirect environmental impact. The study expands the knowledge in the study area by having studied the rhetoric in the sustainability reports of companies with indirect environmental impact, ie banks. For further research, it would have been advantageous to compare banks that invest sustainably with banks that do not invest sustainably and to study a longer time period.

<p>The purpose of this study is to present populism as a political phenomenon and to impose focus on the rightwing populist parties that are active in Scandinavia. This essay begins with a presentation of the three rightwing political parties in Scandinavia. The rightwing populist parties have successfully developed their rhetoric and effectively influenced the political establishment in Sweden, Norway and Denmark. The parties that the essay focuses on are the</p><p>Swedish democrats (SD), the Norwegian Progress party (FRP) and the Danish People`s party (DF). These parties are interesting in the sense that they share many opinions and are active in comparable political atmospheres, but also that they use approximately the same rightwing populist rhetoric as a way of exerting leverage on political policy.</p><p>The theoretical segment is constructed on a descriptive historical background of populisms three different phases. It begins with the classic populism then the “dissatisfaction party” and in conclusion, today's rightwing populism. The theoretical segment also addresses populisms ideological foundations and its contents. This includes the country of birth, the people, welfare “chauvinism” on ethnic national grounds, targeted dissatisfaction, criticism against representative democracy, populisms dynamic structure, hostility to foreigners and stranger distrust. The empirical analysis of the political parties is based on seven starting points: basic values, views on peoples worth, most important unit in society, method for social change, political forms of managing, economic organization and utopia. To illustrate these points a comparison between the average parties is done, by examining their respective party agendas.</p><p>The conclusion is drawn that there are few resemblances between the political parties examined; the differences considered are clearly stronger than the resemblances. The</p><p>differences lie mostly in basis values, most important unit in society and political forms of managing. Furthermore are the resemblances only partial. The parties were most similar in</p><p>relation to the family’s position in the society. SD and DF can be said to have similar ideologies while FRP’s ideology differs somewhat. SD and DF can be described as conservative nationalist parties, while FRP is a mixture of neoliberalism and conservatism. After studying each party’s principle agendas it can be established that all three parties utilize</p><p>rightwing rhetoric.</p><p>Keywords: rightwing populist parties, Swedish democrats, Norwegian Progress party and Danish People`s party, theoretical and analytical structure, empirical analysis.</p>

The purpose of this study is to present populism as a political phenomenon and to impose focus on the rightwing populist parties that are active in Scandinavia. This essay begins with a presentation of the three rightwing political parties in Scandinavia. The rightwing populist parties have successfully developed their rhetoric and effectively influenced the political establishment in Sweden, Norway and Denmark. The parties that the essay focuses on are the Swedish democrats (SD), the Norwegian Progress party (FRP) and the Danish People`s party (DF). These parties are interesting in the sense that they share many opinions and are active in comparable political atmospheres, but also that they use approximately the same rightwing populist rhetoric as a way of exerting leverage on political policy. The theoretical segment is constructed on a descriptive historical background of populisms three different phases. It begins with the classic populism then the “dissatisfaction party” and in conclusion, today's rightwing populism. The theoretical segment also addresses populisms ideological foundations and its contents. This includes the country of birth, the people, welfare “chauvinism” on ethnic national grounds, targeted dissatisfaction, criticism against representative democracy, populisms dynamic structure, hostility to foreigners and stranger distrust. The empirical analysis of the political parties is based on seven starting points: basic values, views on peoples worth, most important unit in society, method for social change, political forms of managing, economic organization and utopia. To illustrate these points a comparison between the average parties is done, by examining their respective party agendas. The conclusion is drawn that there are few resemblances between the political parties examined; the differences considered are clearly stronger than the resemblances. The differences lie mostly in basis values, most important unit in society and political forms of managing. Furthermore are the resemblances only partial. The parties were most similar in relation to the family’s position in the society. SD and DF can be said to have similar ideologies while FRP’s ideology differs somewhat. SD and DF can be described as conservative nationalist parties, while FRP is a mixture of neoliberalism and conservatism. After studying each party’s principle agendas it can be established that all three parties utilize rightwing rhetoric. Keywords: rightwing populist parties, Swedish democrats, Norwegian Progress party and Danish People`s party, theoretical and analytical structure, empirical analysis.