#Metahdomme – we do want marriage equality. A discursive analysis of the politicization of communication in Finnish companies

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Eräranta, Kirsi
dc.contributor.author Helle, Liisa
dc.date.accessioned 2018-06-29T10:10:03Z
dc.date.available 2018-06-29T10:10:03Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/32530
dc.description.abstract The purpose of this thesis is to observe and analyze how companies can use discursive legitimation to engage in public debates beyond their immediate field of business and in doing so, gain legitimacy for themselves. The study aims to extend theory on the politicization of companies and how this can be advanced through discursive means, thus also contributing to a wider discussion on the role and form of corporate social responsibility in 2017. The study is carried out as a critical discourse analysis of Finnish companies’ Twitter responses to the Finnish marriage equality debate between 2013–2017. My data consists of 59 tweets collected during three distinct periods of the debate – the initial signing period of the Citizen’s Initiative in 2013; the #metahdomme -corporate campaign period in late 2014; and the period when the legislation came into effect in spring 2017. The discourses are analyzed and contrasted across the three periods. Three distinct discourses are uncovered and identified as discourses of equality, discourses of love and discourses of championship. Whilst these discourses are used rather interchangeably, I find that the strength with which companies legitimize marriage equality increases over the four-year observation period. By 2017, companies are employing their existing products and narratives to strongly legitimize the debate. Based on my findings, I argue that companies are gradually transitioning towards a new role in society – a role that both allows and encourages them to participate in public debates beyond their immediate field of business. The thesis argues that while companies may adopt various discourses to do so, in order to gain moral legitimacy, companies select discourses that are rooted in values that the company wants to uphold and broadcast more widely to the surrounding society. en
dc.format.extent 68+5
dc.language.iso en en
dc.title #Metahdomme – we do want marriage equality. A discursive analysis of the politicization of communication in Finnish companies en
dc.title #Metahdomme tasa-arvoisen avioliittolain; Diskurssianalyysi suomalaisten yritysten viestinnän politisoitumisesta fi
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Johtamisen laitos fi
dc.subject.keyword discourse analysis en
dc.subject.keyword legitimation en
dc.subject.keyword marriage equality en
dc.subject.keyword corporate social responsibility en
dc.identifier.urn URN:NBN:fi:aalto-201806293940
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Corporate Communication en
dc.subject.helecon viestintä fi
dc.subject.helecon yritysviestintä fi
dc.subject.helecon keskustelu fi
dc.subject.helecon yhteiskuntavastuu fi
dc.subject.helecon tasa-arvo fi
dc.subject.helecon perhe fi
dc.subject.helecon diskurssiananlyysi fi
dc.ethesisid 17223
dc.location P1 I fi


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