This study examines how organizations and companies with transparent sustainability profiles aim to establish a relationship between brand, sustainability, and audience based on a theoretical framing perspective. To examine this; the study will limit itself by focusing on the Swedish company Oatly, and their external communications through digital channels and platforms. According to Van Gorp and Van du Goot (2011: 374), frames serve as a way of explaining complex issues. Through framing a problem area, cause and other conclusions are highlighted. Frames thus function rhetorically – by convincing public opinion and control an audience through the media. Framing occurs in several contexts such as political, via news and advertising (Fairhoust & Sarr 1996). The study limits it’s analysis to the company Oatly’s official profile on the digital platform Mynewsdesk. The empirical material consists of press releases published within a defined time frame; 5/6/2015–6/3/2017. The study is based on motivated theoretical assumptions; discourse, critical and posthumanist theory, as well as previously established research on the field - framing in relation to sustainability. The research method can be described as a qualitative content analysis based on main elements derived from discourse and semiotic framework. In addition, a framing analysis is applied to further present the result in the form of exemplified frames. The results of the study suggest, for example, that actors construct importance through framing – which integrates into sustainability discourse through social practices – thereby establishing a relationship between brand, problem area, and audience through a convinced public opinion that further interacts with and reproduces the discourse in question.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-144251 |
| Date | January 2017 |
| Creators | Hammar Lindström, Viktor |
| Publisher | Stockholms universitet, Institutionen för mediestudier |
| 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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