Doctoral thesis: Communication can guide firms to function as ambassadors for sustainability

They both inform and persuade audiences about the social and environmental impacts of business activities. Based on a content and textual analysis, the studies examine how business sustainability and corporate responsibility are framed and presented in business magazines, commercial media, and nation branding magazines.

The meaning of business sustainability is constructed via frontrunner examples

Public communication can encourage firms to present themselves as positive examples in their communities and industries. Firms are also expected to create public symbols of sustainability. As frontrunner examples are increasingly prominent, firms must now be prepared to answer, in what ways they are responsible, in what ways they build a better future, and whether they are equipped to function as positive examples. It is no longer enough for firms to aim to conduct business responsibly. Firms are increasingly expected to also communicate about how they are part of the solution to current societal problems.

Communication guides firms toward certain versions of sustainability. This occurs by valorizing certain actions and discourses as legitimate and natural and by setting expectations and aspirations to sustainable business conduct. The studies showed that sustainable business is typically presented as legitimate based on green and industrial values, and as aspirational via inspirational business stories. In some media, presented actors were given media space to also challenge the mainstream views of, to what extent sustainable consumption and production are adequate as means to solve current sustainability problems.

Meri-Maaria Frig (M.Sc. in Economics and Business Administration) defends her doctoral thesis ”Mediated business sustainability communication for a better world” on Wednesday 25 August 2021 at 10.00, via Microsoft Teams.You can participate via this link. Opens in new window

The opponent is Associate Professor Maria Grafström (Stockholm School of Economics, custos professor Veronica Liljander (Hanken School of Economics). The doctoral defence is in English.

Photo: Talia Man