Konsten att gasa sig ur krisen med handbromsen i
Sammanfattning: Public demand for corporate social responsibility has increased significantly during recent years and is further stressed during global crises. At the same time, the use of engaging external events as a context in communication, in order to maintain relevance for the brand, is increasing. The phenomenon has been even more visible during the corona crisis. Thus, this study investigates how companies, without an obvious link to an external crisis, communicate social responsibility in order to maintain relevance and legitimacy. By applying a theoretical framework from neo-institutional theory, Scandinavian institutionalism and a multimodal semiotic analysis method, the study has conducted an analysis of socially responsible communication on Instagram from six global companies within the automotive industry. Through the analysis, three main themes have been identified: chain reaction, the symbolism of the couplings, and contact phobia. Furthermore, the results of the study show three paradoxical tensions that affect the communication of the companies during a crisis. The paradoxical tensions consist of the contradictions of being unique versus imitating, coupling versus decoupling, and to mention the crisis explicitly versus implicitly. In conclusion, the study contributes to a deeper understanding of the possibilities and risks of communication social responsibility within a context of negative external events.
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