CSR som styringsredskab: Et studie af den danske regerings samt de danske virksomheders kommunikation

Abstract

This thesis focuses on the communication by the Danish businesses and the Danish government in relation to corporate social responsibility (CSR). Globalization has pushed for many Danish businesses to integrate new measures in order for them to stay competitive, and an increasing number of businesses working with CSR have therefore occurred. In that, it is furthermore important to notice, that CSR is a voluntary measure. Studies show that CSR may add to business reputation enabling them to obtain a stronger loyal workforce. Furthermore, studies show that CSR may enable product development, and many executives and business managers have expressed an openness and willingness to work with CSR. However, many executives and managers have also expressed a lack in CSR knowledge and skills. Yet, in 2008, the Danish government published an action plan on corporate social responsibility while introducing an amendment forcing Danish listed businesses to relate to CSR. The press release presenting the Government’s action plan states that the amendment should get businesses to take a stand on CSR. Though the Government in the action plan explains how it will publish websites and portals for businesses to seek help in regards to CSR, the concerns by the executives and managers are still visible. In structuring the communication by the Danish businesses and the Danish government, this thesis conducts a discourse analysis by the method of Fairclough. This discourse analysis functions as foundation for understanding which positions enables the Danish businesses and the Danish government to communicate. This is elaborated in a discussion including a Foucault way of thinking. Furthermore, the thesis studies how it is possible for the Danish government to create amendments and participate in a matter that is in fact voluntary. The thesis therefore conducts an analysis of the government technology used by the Government; presenting an understanding of to what extent the technology is used. The analysis is based on the governmentality concept by Foucault, and further examines the position of the Danish government. The use of such governmentality furthermore enables an observation of how the Danish government may be bordering to fiddling with political correctness.