Just nu: Extrapris på Hållbarhet, Jämställdhet och Social Rättvisa! En studie som genom en kritisk diskursanalys undersöker hur H&M inkorporerar politiska ställningstaganden i sin marknadsföring.

Sammanfattning: The following study conducts a critical discourse analysis on H&M’s marketing. The purpose is to analyze how H&M uses political positioning as a marketing tool. The study uses theory concerning communication in companies. How a company brand can benefit from communicating intangible values and transparency. It also uses theory rooted in commodity fetischism and feminist theory regarding permormativity. The material in this study is divided along the two political positionings that were discovered: “Sustainability” and “Equality and Social Justice”. Both themes are characterized by a neoliberal ideology. The problem solution presented by H&M when it comes to sustainability is using the company as a middle hand that can solve environmental problems by moving money around. Equality and social justice is presented as individual fulfillment that can be solved by using the products from H&M in order to transcend oppressive structures.