How can publicly listed Danish companies influence legislation through improved Corporate Governance communication in a hypercomplex mass media society? That is the key question this thesis addresses. Through a content analysis of financial statements of 177 publicly listed Danish companies and a shareholder analysis of the political agenda, the aim is to contribute to the body of literature on Corporate Governance and provide insights on how companies can improve their strategic communication. The methodological approach is based on three questions: 1) how do Danish companies comply with Corporate Governance and how is this articulated, 2) what are the main social groups involved in the agenda setting process in the mass media and what characterises their communicative practises, and 3) how can companies’ Corporate Governance communication be improved. The results show that the compliance rate for the companies is averagely 70 % of the proposed Corporate Governance recommendations of The Committee for Corporate Governance in Denmark. However, the quality of the compliance might be somewhat debateable as some of the content (especially among smaller banks) consists of copy-paste material. In continuation hereof, much of the compliance seems to resemble a tick-the-box exercise. Furthermore, the analyses indicate correlations between the most traded companies and compliance rate as well as a link between compliance rates and publicly visibility. By conducting a shareholder analysis of the social groups that together define the political agenda, it has been possible to identify the following groups: politicians, mass media and the following subgroups defined as the public agenda; (1) companies (2) union organisations, (3) experts (4) Committee on Corporate Governance and (5) investors. These groups constitute the political agenda in the mass media, which is crucial for companies to incorporate in their communications as these groups represent systems that coconstruct the concept of Corporate Governance through their respective logics. In conclusion, the thesis finds that the success of companies’ Corporate Governance communication is strongly linked to their capacity to incorporate the logics other systems, and their agents, abide to.
|Uddannelser||Cand.merc.kom Erhvervsøkonomi og Virksomhedskommunikation, (Kandidatuddannelse) Afsluttende afhandling|