In recent decades, there have been significant changes in the Swedish population's tobacco habits, with a noticeable trend being the increased use of snus (moist powder tobacco). At the same time, corporate social responsibility (CSR) has become a prominent phenomenon, with organizations increasingly implementing CSR initiatives. This study investigates how Swedish Match utilizes CSR to enhance its legitimacy on its website, using a critical discourse analysis based on Fairclough's three-dimensional model. The study uses a theoretical framework based on van Leeuwen's legitimation theory and two CSR models, including the triple bottom line and Carroll's pyramid. Additionally, it draws upon Fairclough's central concept of discourse. The analysis shows that Swedish Match strategically employs CSR communication on its website to enhance its legitimacy. The results indicate a paradoxical CSR communication, where economic interests are implicitly expressed in the shadow of perceived heroic efforts. A consistent intertextuality demonstrates how Swedish Match borrows legitimacy from other established organizations without reference, leaving no room for readers to question or fact-check the communicated information. As the snus landscape continues to evolve due to changes in politics, increased usage, marketing strategies, and scientific advancements, there is a growing need to examine how these controversial brands utilize language to legitimize their sales. Consequently, this study contributes to a deeper understanding of how controversial industries can enhance their legitimacy through CSR communication.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-532601 |
| Date | January 2024 |
| Creators | Larsson, Emma, Rahm, Tilda |
| Publisher | Uppsala universitet, Institutionen för informatik och media |
| 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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