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Att lova guld och grön energi: En diskursanalys av svenska energibolags CSR-rapporter
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
To promise gold and green energy : A discourse analysis of CSR-reports from Swedish energy companies (English)
Abstract [en]

The environmental situation is becoming increasingly critical. The energy sector and other industries have a big impact on our climate and the public is raising their voice for companies to admit their responsibility towards the environment and society. Companies engage in corporate social responsibility (CSR) and happily disclose their responsible performance in annual reports. But what messages are they conveying in their CSR-reporting, and what attitudes towards CSR can be found underneath the explicit content? 

The aim of this study is to discover which discourses exist in CSR-reports from Swedish energy companies, and how these discourses operate. Based on a social constructionist perspective a discourse analysis derived from the discourse theory of Laclau and Mouffe was selected to meet this certain aim. 

The result of the discourse analysis showed that three different discourses figure in the CSR-reports of the Swedish energy sector. These were a responsibility discourse, an economic discourse and a discourse on development. The discourses found were not mutually exclusive rather than complementing each other to enclose the whole concept of CSR as depicted in the reports examined. As a final point this study confirms the idea of CSR as a socially constructed phenomenon.

Abstract [sv]

Tillståndet för vårt klimat blir alltmer kritiskt. Energibranschen och andra industrier står för stor miljöpåverkan och allt fler röster höjs för att företagen ska ta sitt ansvar gentemot miljö och samhälle. Företag engagerar sig i corporate social responsibility (CSR), på svenska företags samhällsansvar, och talar gärna om sina ansvarsfulla satsningar i årliga rapporter. Men vad säger de egentligen i rapporterna och vad är det för syn på CSR de förmedlar? 

Studiens syfte är att undersöka vilka diskurser som förekommer i svenska energibolags CSR-rapporter, och hur dessa diskurser fungerar. Med utgångspunkt i ett socialkonstruktionistiskt perspektiv valdes en diskursanalys utvecklad från Laclau och Mouffes diskursteori som undersökningsmetod. 

Resultatet visade att CSR-rapporter i den svenska energibranschen innehåller tre övergripande diskurser: en ansvarsdiskurs, en ekonomisk diskurs och en utvecklingsdiskurs. De övergripande diskurserna var inte ömsesidigt uteslutande utan kompletterade varandra för att tillsammans omfatta hela CSR-begreppet som det förmedlades i de undersökta rapporterna. Studien bekräftar slutligen idén om CSR som ett social konstruerat fenomen.

Place, publisher, year, edition, pages
2012. , 39 p.
Keyword [en]
Corporate Social Responsibility, CSR, CSR reporting, discourse analysis, discourse, energy sector, social constructionism
Keyword [sv]
Corporate Social Responsibility, CSR, CSR-rapport, diskursanalys, diskurs, energibranschen, företags samhällsansvar, socialkonstruktionism
National Category
Media and Communications Communication Studies
Identifiers
URN: urn:nbn:se:hj:diva-20320OAI: oai:DiVA.org:hj-20320DiVA: diva2:599730
Subject / course
HLK, Media and Communication Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-03-12 Created: 2013-01-22 Last updated: 2013-03-12Bibliographically approved

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