“I don't really have any interest in sales. I mean, I do…" : En jämförande kritisk diskursanalys av organisationsledares CSR-kommunikation

Sammanfattning

The purpose of the study is to examine how leaders within Oatly and Ben & Jerry's describe their organizations through CSR communication in relation to growing tendencies of critique against businesses. The study takes a social structuralist position based on the ideas of Michel Foucault and Norman Fairclough, analyzing the prevalence of discourses in the leaders’ language. Observed material consists of statements from leaders within Oatly and Ben & Jerry’s which were transcribed and then analyzed through Fairclough’s three dimensional model of critical discourse analysis. Findings were that leaders drew upon the similar discourses to construct the identity of their organizations as politically meaningful businesses. This can be understood as a sign of a sociocultural change in the view and manner of speaking of business and CSR. Furthermore, this creates an interest in future studies regarding how changed discourses within business can affect the role organizations play in relation to other social institutions such as political movements and the state.