Det hållbara hotellet : En kritisk diskursanalys av Scandic Sveriges hållbarhetskommunikation

Detta är en Kandidat-uppsats från Umeå universitet/Institutionen för kultur- och medievetenskaper; Umeå universitet/Institutionen för kultur- och medievetenskaper

Sammanfattning: Sustainability communication have in the wake of a wider discussion about climate change been a subject of great exponential growth. This study, The sustainable hotel - A critical discourse analysis of Scandic Sweden´s sustainability communication, aims to present how one of the largest companies in the hotel industry in Scandinavia presents sustainability communication within their system of media. This study relies on a theoretical framework based on Mcluhan´s theory of medium, Bauman´s idea on the society of consumption and the theory of sustainability. With the method of critical discourse analysis combined with rhetorical analysis, we studied Scandic hotels sustainability communication in the context of Fairclough´s three dimensions: textual, discursive practice and social dimension. Furthermore, we analysed how each channel within Scandic Sweden´s media system were used for sustainability communication in the light of Mcluhan´s broad definition of medium. This study makes a number of interesting findings of how sustainability communication mediates from a industry-leading company in regards of sustainability. Scandic hotels make use of vague and broad statements on social media platforms while they communicate about sustainability extensively on their website and in policy documents. This indicates that Scandic construct and presents their sustainability communication differently depending on which medium they make use of. 

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