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Vem är det som får synas?: En kvalitativ studie över konsumenters uppfattning av det sociala ansvaret hos modeföretags kampanjer.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Background

Corporate social responsibility or CSR encapsulates how companies work with environmental, economic and social responsibility. This is something that tends to be more central for companies as we are moving towards a more responsible and conscious society. The social responsibility is a concept that seems hard to define according to researchers. Beauty and fashion companies that work with social responsibilities through their external communication and what consumers perceive from them is not always the same thing. But research from the receiving end of the communication becomes relevant when the aim is to see how consumers interpret the implemented social responsibility.

 

Aim

The purpose of this study is to gain a deeper understanding of consumers perception of social responsibility in external communication from beauty and fashion campaigns. This study also communicates a studious empirical knowledge through which the results have been linked and offered to encoding/decoding theory and CSR.

 

Methodology

This study uses qualitative research and semi-structured interviews with focus groups are the method used. The point is to collect data that is later used to provide keywords and themes throughout the text. The transcribed material from the interviews was later on analyzed through thematic text analysis.

 

Conclusions

First, all the respondents of the semi-structured interviews agreed on the visibility of the main theme - “festive season”. The respondents later agreed that social responsibility in external communication was different between the three chosen companies. What differed our respondents was the attitude they had towards the companies after discussing the social responsibility of the campaign. Some agreed that they were still attracted to the campaign after they had concluded that there was a lack of responsibility taken and some stated that they would not be interested in the clothes shown. This is connected to how social responsibility has grown into a norm in our globalized society today. Furthermore, the respondent’s previous opinions of the companies affected their judgment of the pictures shown from the campaigns.

 

 

Key Words

Media and Communication Studies, Corporate Social Responsibility (CSR), Social Responsibility, encoding/decoding, Included, Variation

 

 

Place, publisher, year, edition, pages
2018. , p. 58
Keywords [en]
CSR, SOCIAL REPSOSIBILITY, ENCODING DECODING, INCLUDED, VARIATION
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-378516OAI: oai:DiVA.org:uu-378516DiVA, id: diva2:1294058
Subject / course
Media and Communication Studies
Examiners
Available from: 2019-03-06 Created: 2019-03-06 Last updated: 2019-03-06Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
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Language
  • de-DE
  • en-GB
  • en-US
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More languages
Output format
  • html
  • text
  • asciidoc
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