Kommunikation om social hållbarhet angående rasism i professionell fotboll : en kvalitativ analys av tonaliteten i textinnehåll av Europas främsta fotbollsnationer

Sammanfattning

This paper examines how national football federations and leagues in Europe communicate about racism within the framework of Corporate Social Responsibility (CSR). With a focus on tonal analysis, the research explores whether and how the tone of communication differs between the five highest ranked football nations: England, Germany, France, Spain and Italy. A qualitative content analysis of CSR reports based on the seasons of 2018/19 and 2023/24, as well as the published content on websites in the time period of 2018/19 and 2024/25, supported by a frequency analysis. The theoretical framework includes concepts of tonality, Hofstede’s Cultural Dimensions Theory, and Impression Management. Findings reveal that self-promotional tone dominates across all nations, indicating a strategic effort to portray organisations as proactive and responsible. However, significant national differences emerge. England and Spain combine self-crediting with informative and positive messaging, while France exhibits a symbolic but less direct approach. Germany distinguishes itself by acknowledging problems more openly, while Italy demonstrated a more neutral and reserved tone. The results suggest that CSR communication about racism is influenced by cultural, institutional, and strategic factors. This study contributes to a better understanding of how football organisations use language to navigate social responsibility and public legitimacy.