Festival i forandring: Et studie af Roskilde Festival Gruppens bæredygtighedskommunikation

Abstract

Background & purpose – Climate change and growing societal demands on corporate responsibility have made sustainability a central concern for many Danish organizations. The institutionalization of sustainability shapes how organizations communicate about their efforts, as demonstrated through the case study of RFG. Positioned at the intersection of sustainability, communication, and institutional theory, the purpose of the thesis is to examine how socially constructed expectations influence organizational communication strategies and perceptions of legitimacy. The research question guiding the thesis is: What societal conditions are RFG subject to, and how do these affect their sustainability communication and attribution of legitimacy? Methodological framework – The thesis is grounded in social constructivism, which views phenomena as socially constructed. This perspective aligns well with the thesis’s single case study approach, using RFG as an empirical lens. The methodology combines qualitative and quantitative methods, including three interviews and a survey. Theoretical framework – The research question is examined through institutional theory, drawing on Kjær and Oliver, to explore the societal expectations RFG faces and how these are strategically managed. Next, the sustainability communication of RFG is analyzed through speech act theory, auto-communication, aspirational talk, and transparency to understand how it aligns with the institutional pressures surrounding the organization. Additionally, Suchman’s legitimacy theory is applied to analyze how RFG constructs legitimacy through its sustainability communication. Findings & conclusions – This study found that RFG navigates institutional pressure arising from regulatory, normative, and cognitive institutional structures demanding sustainability and social responsibility. In order to obtain legitimacy, RFG responds to the pressure by conformity. However, RFG also seeks to shape institutional pressure by defining what it means to be sustainable and leveraging this definition as a competitive advantage. Another main finding of this thesis is how RFG’s communication accommodates institutional structures. By viewing talk as action, RFG reinforces its identity, signals sustainable commitment, and mitigates criticism by employing auto-communication, aspirational talk, and transparency. Thus, RFG derives legitimacy through both communication and action – however, a gap remains between RFG’s positioning as a sustainable frontrunner and the perception of consumers. Maintaining legitimacy thus requires a careful balance of ambition, strategic communication and action. Future research could consider how the relationship between the company and consumers can facilitate legitimacy by examining RFG’s brand identity.