Today’s fashion trends come and go with lightning speed creating a system that embodies unsustainability and consumerism, at the same time an increasing environmental consciousness is putting pressures on companies to operate in a more sustainable way, without losing profits. This study examines how fast fashion giant H&M communicates about corporate social responsibility (CSR) – specifically in their press releases, and how they portrait themselves as a sustainable company. A qualitative rhetorical analysis was conducted on H&M:s press releases between 2016 – 2018, applying Weber’s theory of legitimacy as well as Putnam’s theory of social capital. The results show that H&M frequently reinforces their own legitimacy and ethos in sustainability issues by “borrowing” other organizations credibility through cooperation with environment-focused NGO:s. As well as distancing themselves from their suppliers when problems arise in the supply chain, denying any responsibility.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-146964 |
| Date | January 2018 |
| Creators | Danielsson, Malin |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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