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Sustainable Communication: What Not to Say in Times of Crisis: – A Case Study of the SCA Affair
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]


This study addresses the question about the communicative interaction between a company in crisis and the media. The author has conducted a case study on a Swedish company (SCA) that has caught much attention in the Swedish press for breaking their own Code of Conduct. A qualitative discourse analysis was performed on a sample of documents from the two main actors in this communicative interaction; articles collected from Svenska Dagbladet (SvD), one of Sweden’s biggest newspapers, and SCA’s press releases published on their own website. This sample was supplemented with a sample collected from a Swedish evening newspaper (Aftonbladet), to be able to compare how different media follow and interact with the company in question. The analysis shows that the interaction is lacking in the sense that there are two separate communication tracks; SvD’s coverage and SCA’s responses on their website. There are barely any signs of “effective” communication between the two, and the outcome of the situation after the company’s handling, or lack of it, was undesirable from the company’s point of view.


Keywords: Crisis Communication, Crisis Management, CSR

Place, publisher, year, edition, pages
Keyword [en]
Crisis Communication, Crisis
National Category
Communication Studies
URN: urn:nbn:se:su:diva-118186OAI: diva2:821083
2015-06-02, 15:41 (English)
Available from: 2015-06-15 Created: 2015-06-14 Last updated: 2015-06-15Bibliographically approved

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