Diskurser i hållbarhetsredovisningar : Diskursanalys av hållbarhetsredovisningar inom flyg- och klädbranschen

Sammanfattning: In recent times, it has become common for companies to publishsustainability reports that contain information that interests stakeholders.Previous studies that have taken place within this communication channelhave placed a high focus on the content and not on how the report creates animage of the company. The purpose of our analysis is to contribute moreknowledge regarding sustainability reports. In the study, different discursivestrategies were used as a theoretical frame of reference but also as amethodological starting point. The study examines and retrieves datamaterial from companies operating in the aviation and clothing industry,publications from 2017 at the earliest. The analysis process took placethrough discourse analysis where the results showed that companies usevarious types of discursive strategies as a legitimizing tool in theirsustainability reports. This leads to companies appearing sustainable.