Epsilon Archive for Student Projects

Abstract

The thesis explores online CSR communication of mission-oriented companies with the lens of multimodal discourse analysis in order to interpret both instrumental and constitutive nature of the semiotic modes of online CSR communication and its incorporation of corporate narratives. Analysis shows that corporate sustainability and ethical practices are commonly portrayed in their online communication, depicting these brands as front-runners in environment preservation and social responsibility. Through combining cause-based design, branding strategies and encouraging actions in their communication methods, mission-oriented companies portray themselves as ethically accountable entities within public space. Their narratives reinforce the ethical and environmental market landscape which might suppress or challenge viewpoints of the prevailing trends. Their common use of hedonic philanthropy suggests hegemonization of responsibility. This study adds to comprehend the way in which multimodal CSR communication by mission-oriented companies mirrors corporate narratives. Their portrayal of corporate responsibility as an empty signifier in CSR communication leaves room for further investigation into its constitutive landscape.