JAKTEN PÅ HÅLLBARHET. En semiotisk bildanalys av svenska modeföretags innehåll och kommunikation på Instagram under Black Week

Abstract

This undergraduate thesis employed a qualitative content analysis that includes a semiotic approach, incorporating both denotation and connotation, to examine advertising campaigns on Instagram from three Swedish fashion companies during Black Week. The Swedish fashion companies that were examined are Haglöfs, Gina Tricot and Kappahl. The research questions guiding our analysis aimed to explore the presence and development of sustainability aspects in the companies Instagram advertising during Black Week 2023 compared to the corresponding period in 2018. We made use of a qualitative approach working with a semiotic image analysis, particularly denotation to understand the explicit meanings and connotation to dig into the implied and symbiotic elements, we analyzed a total of 12 images across the three fashion companies, four posts for each company with 2 post per year. We made an analysis scheme to make it easier for us to chart the study and analyze the Instagram posts and the associated caption’s denotative and connotative levels. Our results indicated a differentiated perspective on sustainability among the three studied fashion companies. Two of the companies continued to emphasize consumption and shopping, resulting in a similar campaign and advertising on Instagram in both 2018 and 2023. On the other hand, one of the companies showed a different focus and instead chose to concentrate on environmental responsibilities and sustainable practices in their Instagram posts during Black Week both years. This led them to stand out by highlighting their commitment to the environment, indicating awareness and emphasis on sustainability in both years. The results of our semiotic image analysis highlight the dynamic nature of fashion companies advertising strategies, particularly in relation to sustainability aspects. Our research lays a foundation for continued discussion and research on how the fashion industry can evolve better respond to society´s increasing focus and demands for sustainability and environmental responsibility in their communication online.