OBLIGATORISK FORSIDE
Prescribed front page
HJEMMEOPGAVER, PROJEKTER, SYNOPSER U/ MUNDTLIGT
FORSVAR
Home Assignments, Project Reports, Synopses without oral
defence
INSTITUT FOR ERHVERVSKOMMUNIKATION
Department of Business Communication
STUDIENUMMER
Student No.
HOLD NR.:
Class No.
Ex.: U02
201208535
FAGETS NAVN:
Course/Exam Title
Bachelor Thesis
VEJLEDER:
Name of Supervisor
Chiara Valentini
52,181
ANTAL
TYPEENHEDER I DIN
BESVARELSE
(ekskl. blanktegn):
Number
of
Characters in your
Assignment
(exclusive of blanks):
Ved skriftlige gruppeopgaver skal den enkelte deltagers bidrag
tydeligt fremgå.
In written group exams, your individual contribution must be clearly
identifiable.
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Abstract
In the light of the intensive international competition, along with current demands and
pressure from stakeholders, corporations are increasingly engaging in socially
responsible initiatives. Corporate Social Responsibility (CSR) and the communication
about such initiatives are relatively new fields within Public Relations, meaning that
literature on those topics are currently limited and insufficient, thereby it constitutes a
challenge for both practitioners and corporations. Because public health is a popular
topic for corporations to take part of in their attempt to act socially responsible, this will
be the topic of this thesis. Here, MARS and M&M’s have been chosen as the subject of
this thesis’ case study, where the problem statement proceeds as follows: The objective
of this thesis is to analyze the online communication made by M&M’s and MARS with the
intend to find, compare, and discuss their discourse(s) and communicative goal(s) from a
CSR perspective.
To investigate this problem statement, a multimodal- and hypermodal discourse
analyses will be conducted, which will, thereafter, be linked to and discussed in relation
to online CSR communication.
The analyses uncovered that both companies attempt to present a twofold discourse; a
fun and playful discourse based on their choice of visuals, and a serious discourse that
presents them as responsible actors. However, M&M’s is found to put less emphasis on
the serious discourse, where they just referred to the homepage of the mother brand
(MARS). This suggests that the M&M’s brand disclaims a large part of their
responsibilities, thereby relying on MARS’s more serious approach to CSR
communication, and instead only focuses on presenting themselves as fun, happy and
colorful. This was a topic of the discussion, which also took a critical standpoint towards
the ethical considerations regarding both M&M’s and MARS communication of CSR.
Moreover, the discourse findings were compared and discussed in relation to current
CSR theories and concepts, where arguments were made about the intended audience.
Number of characters excl. spaces. in abstract: 1772
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 2 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Table of Content
Abstract .............................................................................................................................................. 2
Chapter 1 - Introduction ............................................................................................................... 5
1.1. Problem Statement and Research Questions .......................................................................... 6
1.2. Case Material ....................................................................................................................................... 6
1.3. Philosophy of Science ....................................................................................................................... 7
1.4. Delimitation......................................................................................................................................... 8
1.5. Structure of Thesis ............................................................................................................................ 9
Chapter 2 - Background Information ....................................................................................... 9
2.1. MARS and M&M’s ............................................................................................................................... 9
Chapter 3 - Literature Review................................................................................................... 10
3.1. Corporate Social Responsibility ................................................................................................. 11
3.1.1. Defining Corporate Social Responsibility ......................................................................................11
3.1.2. The Operational Fields of Corporate Social Responsibility ....................................................11
3.1.3. Corporate Social Responsibility Communication .......................................................................12
3.1.4. What Type of Content Constitute Effective CSR Communication? ......................................12
3.1.5. Relation Between Nature of Products and CSR Themes ..........................................................13
3.1.6. Differences on Corporate Social Responsibility on an International Level .....................14
3.2. Online Communication .................................................................................................................. 15
Chapter 4 - Methodology............................................................................................................. 16
4.1. Research Approach ......................................................................................................................... 16
4.2. Discourse ............................................................................................................................................ 16
4.3 Multimodal Discourse Analysis ................................................................................................... 17
4.4. Hypermodality .................................................................................................................................. 18
Chapter 5 - Analysis, RQ1 ........................................................................................................... 19
5.1. Analysis of M&M’s ............................................................................................................................ 19
5.1.1. Ideational Metafunction ........................................................................................................................20
5.1.2. Interpersonal Metafunction.................................................................................................................21
5.1.3. Textual Metafunction .............................................................................................................................22
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 3 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
5.1.4. Conclusion on M&M's Analysis ..........................................................................................................23
5.2. Analysis of MARS .............................................................................................................................. 24
5.2.1. Ideational Metafunction ........................................................................................................................24
5.2.2. Interpersonal Metafunction.................................................................................................................25
5.2.3. Textual Metafunction .............................................................................................................................27
5.2.4. Conclusion on the Analysis of MARS ................................................................................................29
Chapter 6 - Discussion and reflection, RQ1 and RQ2 ........................................................ 29
Chapter 7 - Conclusion................................................................................................................. 32
Chapter 8 - References ................................................................................................................ 32
Chapter 9 - Appendices ............................................................................................................... 36
9.1. Appendix 1 - Screenshots from M&M’s homepage .............................................................. 36
9.1.1. Validation of birthday before entering homepage .....................................................................36
9.1.2. Screenshots of homepage once birthday has been validated ................................................36
9.2. Appendix 2 - Screenshots from MARS homepage ................................................................ 38
9.3. Appendix 3 - Screenshots from MARS: Marketing our Brand Responsibility ............ 39
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 4 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
M&M’s and MARS:
A Case Study in Online Corporate Social Responsibility
Communication
Chapter 1 - Introduction
Today, Corporate Social Responsibility (CSR) is much used within the field of Public
Relations (PR), as modern technology and extensive competition have made it difficult
for organizations to compete based on the price, quality etc. of their products and
services alone (Bielenia-Grajewska 2014). The behavior and accepted responsibilities of
the organization are interpreted by the consumers, thereby said, that consumers hold
the power over the organization's reputation, as it is the consumers who determine how
the brand is perceived. Hence, the brand is defined by its consumers (Blombäck and
Scandelius 2013).
The CSR communication of an organization is intended to illustrate the actions and
goals an organization takes responsibility for (Blombäck and Scandelius 2013).
However, as an organization intends to present itself positively, the communication of
CSR goals and activities is presumed to include a persuasive agenda.
Health is a popular subject, when organizations within the food industry choose their
CSR initiatives and communication (Bielenia-Grajewska 2014: 314-315; Mars 2014). As
the present obesity epidemics and the health issues related to obesity are considered to
have a causal relational to the food industry (Bielenia-Grajewska 2014: 315). However,
when organizations that produce foods that are considered unhealthy, while
simultaneously communicating their responsibilities and actions in favor of health, it
can quickly be perceived as contradictory or even unethical among consumers.
Moreover, because research and literature on what constitutes effective CSR
communication are limited, it proposes a challenge for both organizations and PR
practitioners. Based on this, it is deemed relevant to investigate M&M’s and MARS’s
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 5 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
online CSR communication, as M&M’s is a brand with a chocolate candy market offering
and MARS is the umbrella brand of M&M’s (Mars 2015a). Additionally, M&M’s candies
consist of ingredients not inappropriate for children. Due to the relation between the
two brands, one can assume that the chosen brands strategically focus on different
target groups, in order to avoid contradictory communicated values. Therefore, it is
hypothesized that MARS and M&M’s take on different approaches, when it comes to
communicating CSR actions and responsibilities. A comparative analysis of MARS and
M&M’s online CSR communication can provide a foundation for further research, thus,
contributes to the currently insufficient literature on CSR communication.
1.1. Problem Statement and Research Questions
The objective of this thesis is to analyze the online communication made by M&M’s and
MARS with the intend to find, compare, and discuss their discourse(s) and communicative
goal(s) from a CSR perspective.
In order to ensure a comprehensive and structured approach, the problem statement
has been divided into two research questions. These are as following:
RQ1: Based on a multimodal- and hypermodal analysis, which discourse(s) do MARS
and M&M’s seek to create in their online communication, and are there any differences
or similarities in their approaches?
RQ2: Which implications can be drawn from and argued for based on the findings of the
discourse analyses of the online CSR communication of MARS and M&M’s?
1.2. Case Material
The material for the case study has been chosen based on the problem statement.
Because the problem statement concerns online CSR communication, with an emphasis
on children and health, only selected web pages that concern these matters will be
included. Therefore, the material that this thesis will be based on, consists of:

M&M’s home page (M&M’s 2015)
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 6 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis

MARS home page (Mars 2015a)

MARS: Marketing our brands responsibility (Mars 2015b)
Screenshots of the material can be found in appendix 1-3.
1.3. Philosophy of Science
This thesis is written with the philosophy of social constructionism as the premise of
perception Burr (2001: 2) argues that this philosophy cannot be defined due to the
numerous variations of what it is believed to entail. However, basic perceptions are
shared, such as the perception of knowledge and how it is created. According to Burr
(2001: 2), “...social constructionism insists that we take a critical stance towards our
take-for-granted ways of understanding the world (including ourselves)”. Thus, the idea
of one truth is based on the acceptance that knowledge can be based on objective
observations. Conversely, social constructionist argue that what we believe to be the
truth and/or knowledge, is not based on objective observations, but what we create and
accept as part of a group, e.g. a family, nation, religion, or history (Burr 2001: 2-4). A
person can be part of numerous social constructs; subsequently, many concepts of
truths can coexist at the same time. As Burr states, the coexisting truths are extended to
ourselves, hence, who we are is determined by the social constructs we are in at a given
moment (2001: 18-21)
Social constructionists further argue that logic reasoning is socially constructed through
our culture and history: “Westerns think that cause-and-effect patterns are logical and
that logical means cause and effect, the pattern Westerners call Aristotelian syllogism,
So deeply embedded is this notion that it is assumed to be universal, but it isn’t”
(Beamer and Varner 2011: 109). As this thesis is based on the research and analysis of a
‘Westerner’, logic reasoning is an appropriate cultural aspect to consider, as MARS and
M&M’s are global brands (Mars 2015a).
As the study will be based on the qualitative analysis of multimodal modes, it is a given,
in the philosophy of social constructionism, that both the analysis and findings cannot
be objective, as the social constructs that I, the researcher, is a part, of shape my
perception of the data. The knowledge and perceptions of the truth is shaped by the
social constructs of my nationality, gender, education and other social interactions.
However, the analysis still provides insight to how the communication can be perceived
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 7 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
and furthermore, who the intended audience is. The online medium of MARS and M&M’s
invites the reader into a social construct, a discourse of rules and truths, and the
analysis provides insight into who is thought to accept the discourse and why others
may be critical and less trusting of the discourse.
1.4. Delimitation
M&M’s and MARS’s online communication entail many more pages than is included in
this case, however, due to the size of the thesis, the case material has been limited to
three pages. Recognizably, the limitation of material may possibly affect the outcome of
the analysis and thereby the conclusion. However, as the material consists of the
‘homepages’ of both MARS and M&M’s and the MARS “Marketing Our brands
responsibility” page, they are considered a valid representation of the brands and their
CSR behavior.
Additionally MARS is a large corporation with many brands and has a very extensive
corporate website. Too large a sample may also risk the quality of this paper a only CSR
communication in relation to both MARS and the M&M’s brand is relevant to the
research questions.
However, The “Marketing our brands responsibility”-page contains a clear hyperlink to
the full report of MARS’s marketing code of 2014, called “MARS: Global Marketing Code
for Food, Chocolate, Confections and Gum” (Mars: 2015c). The report will not be
included in in terms of content, as it is not hypertextual and thereby not considered a
online webpage, meaning it does not entail hyperlinks or any other online features. It is
a pdf version of a printed report and, thus, not included in the analysis other than the
recognition and notion of its hyperlink.
Brand theory concerning brand perception and brand marketing is also excluded from
the thesis as the scope concerns CSR communication and the size and resources of the
thesis prevents a widening of the scope to entail these theoretical aspects. Although, as
CSR communication naturally includes brand and persuasion, these will be discussed,
however, only in terms of multimodal modes and discourse creation concerning CSR.
As the thesis will be based solely on the online CSR communication of M&M’s and MARS,
the research does not entail data or theory concerning consumer reaction and
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 8 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
perceptions of the brands. Thereby, the research will only make assumptions on which
audiences the two brands’ created discourses appeal to. The thesis will not contain
claims of proof or hypotheses, however, within the scope of the social sciences and
social constructionism, reasoned assumptions are valid scientific results (Holm 2013).
Finally, this thesis will be crafted with point of departure in the author's own culture.
Thus, this thesis may not be representative if these premises change. However, it is
hoped to generate discussion and raise questions of relevance that ought encourage
further investigation and scrutiny under various circumstances.
1.5. Structure of Thesis
The thesis is divided into several sections. Chapter 2 will introduce the chosen company,
by providing necessary background information. Chapter 3 will go through the
theoretical framework that directs this thesis. How the theory will be applied in the
investigation of the research questions will be clarified in chapter 4. This will be
followed by the multimodal and hypermodal discourse analysis in chapter 5, which will
provide the foundation for answering research question 1. In chapter 6, the findings
from the analysis will be discussed and reflected upon, in order to answer the remaining
of research question 1 and research question 2. Finally, the thesis will end with a
conclusion in chapter 7.
Chapter 2 - Background Information
The following section will entail background information on MARS and M&M’s, along
with a clarification of the connection between them, thereby providing a foundation for
the investigation of the research questions.
2.1. MARS and M&M’s
The MARS corporation is considered one of the largest global food companies in the
world and operates within six distinct business segments: chocolate, pet care, food,
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 9 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Wrigley, drinks and symbioscience (Forbes 2014; Mars 2015c). The company was
founded in 1911 by Frank C. Mars in Tacoma, Washington, USA and has since remained
a family-run operation (Mars 2015e; Forbes 2014).
MARS’ chocolate division, Mars Chocolate, is considered one of the world’s leading
chocolate manufacturers and operates 29 brands (Mars 2015d; Forbes 2014).
As a result of the corporation’s, and especially the chocolate division’s, size, MARS has
made responsible marketing a cornerstone in their business approach through its
Marketing Code (Mars 2015b). Thus, all marketing efforts to children under the age of
13 has been eliminated and all brands carries nutritional labeling (Mars 2015b; Mars
2015f). The goal of these marketing efforts are, according to Mars, to help consumers
make informed nutritional decisions and encourage them to enjoy their products as part
of a healthy and well-balanced lifestyle (Mars 2015f).
One of the company’s most successful brands is the M&M’s chocolate candies. M&M’s
was established in 1940 in Newark, USA, but was not launched until 1941 (Mars 2015e).
In 1981, the M&M’s chocolate candies became the first candy in space as it was chosen,
by the first space shuttle astronauts, to be included in their food supply. M&M’s has,
furthermore, sponsored both the Olympics and the Soccer World Cup in Italy (Mars
2015e). Since then, the M&M’s brand has become one of Mars Chocolates’ billion-dollar
brands and is distributed all around the world (Mars 2015e).
Chapter 3 - Literature Review
The following chapter will go through and discuss the present theories revolving CSR
communication and online communication. The review intends to recognize research
gaps within the fields and thereby function as an argument for this thesis’ choice of
research. Additionally, the review will provide CSR theories and concepts, which may
provide insight as well as materials for discussion in relation to the analysis findings
and the thesis overall.
In order to provide a thorough and solid foundation for the investigation of the research
questions, the literature has been divided into two sections:
1. Corporate Social Responsibility
2. Online Communication
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 10 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
3.1. Corporate Social Responsibility
3.1.1. Defining Corporate Social Responsibility
Corporate Social Responsibility (CSR) has been defined and redefined by numerous of
scholars. The perception of which areas, concepts and processes are included in CSR has
altered over time and still, there are uncertainties as well as disagreements concerning
what CSR consist of (Garriga and Melé 2004). Carroll, a recognized scholar within the
field of CSR, acknowledges the complexity of the field and describes it as ‘‘an eclectic
field with loose boundaries, multiple memberships, and differing raining/perspectives;
broadly rather than focused, multidisciplinary; wide breadth; brings in a wider range of
literature; and interdisciplinary’’ (Garriga and Melé 2004: 52). In consequence, one
singular definition is difficult. However, to have a basic understanding of what CSR
entails, Matten and Moon (2008: 405) provides a basic, wide scoped definition: “CSR
(and its synonyms) empirically consists of clearly articulated and communicated
policies and practices of corporations that reflect business responsibility for some of the
wider societal good.”. The definition is widely representative, as it does not specify the
nature of the CSR practices and, much relevant for this thesis, stresses communication
as a significant part of CSR.
3.1.2. The Operational Fields of Corporate Social Responsibility
In the early nineties, Carroll organized his CSR definition into a model, named “The
Pyramid of Corporate Social Responsibility” (Carroll 1991: 42). The bottom, the
economic responsibilities, is based on the notion that organizations need to make
money to keep itself alive and, thus, functions as a base of the pyramid. The next layers
from the bottom up are legal, ethical and finally philanthropic in the top (Carroll 1991).
The pyramid, however, are criticized by Schwartz and Carroll (2003) who argue, that
the layering may wrongly indicate different levels of importance and significance.
Furthermore, the concept of philanthropy is questioned both in terms of its
questionable function as a responsibility as well as it being a possible activity within the
ethical or economical responsibilities (Schwartz and Carroll 2003: 505-506). As a
replacement of the pyramid, Schwartz and Carroll (2003) present “The Three-Domain
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 11 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Model of Corporate Social Responsibility”. This model entails seven domains, namely
three pure domains: legal, ethical and economic, and four domains that are overlapping
by two or three of the pure domains (Schwartz and Carroll 2003). With this model, the
CSR behavior and communication of organizations can be observed and analyzed in
more detail than with the pyramid. Furthermore, the multiple overlaps, provide an
overview of CSR themes that enables a possible categorization of CSR communication.
3.1.3. Corporate Social Responsibility Communication
Numerous studies on the subjects of CSR initiatives, consumer reaction and possible
profitable outcome of CSR can be found. However Kim (2011: 220) suggests there is a
lack of research on the subject of CSR communication between corporations and their
publics. As the studies regarding the outcome of non-communicative CSR initiatives has
provided contradictory results (Kim 2011: 219), a possible reason could be the
disregard of the significance of the communicative strategy. According to Kim, the
relation between CSR practices/initiatives and CSR communication is significant for CSR
success: “When corporations conduct CSR practices (behavioral based PR efforts) to
build good relationships with their publics, the success of building such relationships
relies on how well the organizations link their CSR practices with their publics’
perceptions about their CSR practices (communication-based PR efforts)” (2011: 222).
Although the relation between communication and practice is sensible, Kim base the
lack of CSR communication research on a source from the year 2000 combined with a
simple search in databases of communication and business journals (Kim 2011: 219,
222). The search of databases does not appear much thorough nor scientific in its
approach and, furthermore, the validity of the source’s claim could be argued to have
become outdated over the last decade.
However, Kim is not alone in her observations of the lack of CSR communication, and
other academics have argued the same need for CSR communication research.
3.1.4. What Type of Content Constitute Effective CSR Communication?
Blombäck and Scandelius (2013) agree with Kim on the need for research on what
constitutes effective CSR communication.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 12 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
In their paper, the investigation concern what type of content results in effective
strategic CSR communication. The paper introduces the theme ‘corporate heritage’, and
defines it as the history of an organization, specifically its values, relationship with its
publics and significant activities and landmarks over time (Blombäck and Scandelius
2013).
Their results suggest the use of corporate heritage incorporated in CSR communication
has a positive response, granting that the corporate heritage has to appeal to the
audience (Blombäck and Scandelius 2013).
However, a limitation of their research is in the use of only Swedish participants. As
they themselves recognize, the results may only apply to the Swedes, as countries of
other cultures, societal structures, religious etc., may perceive corporate heritage
differently (Blombäck and Scandelius 2013). Furthermore, the concepts of corporate
heritage and brand heritage are used interchangeable with may compromise the
results; stakeholders may dislike or not know the brand and not the corporation behind
the brand or vice versa (Blombäck and Scandelius 2013).
Corporate heritage within CSR communication is relevant to this thesis, as Both M&M’s
and MARS has a long and exciting history as described in section 2.1. The inclusion or
exclusion of corporate heritage in MARS’ and M&M’s’ communication will be an
interesting point to consider in the discussion. Furthermore, this thesis will be part of a
Danish social construct, hence, the findings based on a Swedish participants may apply,
as Danes and Swedes share many similarities as both neighbors and part of the Nordic
countries.
3.1.5. Relation Between Nature of Products and CSR Themes
Numerous scholars found a relation between the products and/or services of an
organization and the themes of CSR activities and communication (Kim and Rader 2010;
Bielenia-Grajewska 2014). Organizations choose CSR within an area where their
products or services are perceived by the publics to have a causal impact. As M&M’s and
MARS are globally recognized brands of the food industry, the relation between their
products and their CSR communication will be investigated and discussed in this thesis.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 13 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
3.1.6. Differences on Corporate Social Responsibility on an International Level
Matten and Moon (2008) present the concept of explicit and implicit CSR to define how
organizations from the US and from Europe has done CSR differently. They do so by a
comparative analysis of historical and present texts on the subject (Matten and Moon
2008: 406). They found that the US is explicit in the communication regarding CSR
activities and initiatives. On the contrary, Europe is implicit. (Matten and Moon 2008).
Matten and Moon argue that this is due to the European governing systems by law has
demanded CSR behavior of corporation more than that of the US government. Hence, in
a coordinated market economy (Europe) CSR behavior is expected and not considered
extraordinary as it is in the US, where a liberal market economy is the norm. Thus, CSR
was a way for US organization to present goodwill towards a public with no
expectations, thereby gaining positive perception (Matten and Moon 2008: 411).
Matten and Moon acknowledges that their analysis is based partially on historical
observations of CSR activities and communication. They recognize that the differences
today are far less distinctive as explicit communication has become accepted and
recognized (Matten and Moon 2008: 418-420). However, they argue this change is due
to the institutional reordering of Europe, and do so, by stating historical observations
that effected the change in the European institutions (Matten and Moon 2008: 417).
This approach narrows their reasoning, as they stay within the scope of government
and institutional effects on CSR communication. Arguably other factors outside the
scope could also lay reason for the change, e.g., the technological evolution of the
Internet and online communication.
Morsing et al. (2008) refer to the concept of implicit and explicit CSR and consider their
own study as a further examination of how the two are perceived by various
stakeholder groups. The study by Morsing et al. (2008) discuss how consumers react to
CSR communication and present two process models: “The expert CSR communication
process” and “The endorsed CSR communication process”. The “Catch 22” of the study is
the issue of the Danish stakeholders expecting CSR activities; however, they are
resistant to too “loud” communication about it from the organizations (Morsing et al
2008). Too “loud” communication can be interpreted as explicit communication. Thus,
Morsing et al.’s (2008) results may support the observations made by Matten and Moon
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 14 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
(2008) in terms of European tradition of implicit CSR communication. Furthermore,
Matten and Moon observed skepticism from European stakeholders towards explicit
CSR, which align with the attitude of the Danes (Matten and Moon 2008:419; Morsing et
al.: 2008). In addition, both papers register a growing acceptance of explicit CSR (Matten
and Moon 2008; Morsing et al. 2008).
For international organizations, the implications of stakeholder reaction to implicit or
explicit CSR communication is intriguing, as it must be presumed the organizations
make strategic choices to find the right balance between the two.
The methodological approach of this thesis will be different from the approach of
Matten and Moon (2008) and Morsing et al. (2008) as the communicative modes and
discourse creation of one organization and its brand will be investigated. Consequently,
this thesis will provide findings on how an organization communicates online CSR in
detail, thus depicting what may entail explicit or implicit CSR and what discursive
communication may appear to “loud”.
Throughout the literary review most of the included scholars have argued the need for
research within the field of CSR communication. Simultaneously, they have added new
research and perspectives within the field, in an attempt to fill the scientific gap. It can
be assumed that the interest in CSR communication will only increase, as CSR activities
and communication has become a regular part of organizational practices. Henceforth,
the need of scientific knowledge and practical knowledge concerning CSR
communication will grow.
3.2. Online Communication
This case study will be based on a content analysis of two websites. Thus it is necessary
to define online communication and its implications on CSR communication efforts.
Websites consist of hyperlinks, where Bargiela-Chiappini (2008), in a paper on online
communication, describes hypertexts as texts or other modes that link to new web
pages of information. Consequently, the reader can navigate on and between webpages
in a nonlinear fashion, and the sequence of information is dependent of the reader’s
interest (Bargiela-Chiappini 2008). The use of hypertexts, among other online
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 15 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
communication features, thus changes the readers’ navigation from linear to nonlinear.
Consequently, organizations can fragment CSR communication between multiple pages
and websites (Bargiela-Chiappini 2008). However, research on the use of
hypertextuality on CSR communication is limited, which suggests a research gap within
the fields of CSR communication and online communication. This case study will analyze
the communication from both M&M’s home page and MARS website, in consequence,
including the use of hypertextuality in the analysis.
Chapter 4 - Methodology
To ensure valid and structured approach in conducting the analysis of the chosen
material, the methodological approach will be clarified in the following section.
4.1. Research Approach
RQ1 will revolve around the understanding and interpretation of communication with
the goal of finding discourses, communicative goals and intended audiences. Social
constructionism, the philosophy of this paper, centers on human perception and
creation of knowledge (Burr 1995; in Burr 2011). Consequently, a qualitative approach
is suited in the attempt to understand and interpret these human behaviors, as this
approach is intended to result in observation and assumptions of a complex nature. The
theme of human behavior and interaction categorizes this paper within the field of
social science (Burr 2001: 122-113; Beamer and Varner 2011: 33-34).
In terms of RQ2, as it is dependent on the collected findings of RQ1, it will first be
addressed and considered in the discussion and not included in the analysis.
4.2. Discourse
Discourses are the “[...]recontextualisations of social practices” (van Leeuwen 2009:18),
meaning that discourses are representations of some aspect of reality. Multimodal
modes, as defined by Kress and van Leeuwen above, are the different types of ‘materials’
or ‘signs’ used to create this representation. Thus, to include and exclude signs in
multimodal communication is to create a discourse (Kress and van Leeuwen 2006; van
Leeuwen 2009). In relation to MARS and M&M’s, it is assumed that they have a specific
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 16 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
communicative purpose that will underlie their presented discourse in their
communicative material (Kress and van Leeuwen: 2006). The findings of a multimodal
discourse analysis provide insight and valid assumptions on the nature of the
communicative purpose.
4.3 Multimodal Discourse Analysis
The method for analyzing the chosen material will be based on the semiotic theory of
multimodality as defined by Kress and van Leeuwen (2006). They state “[t]he key
notion of any semiotics is the ‘sign’” (Kress and van Leeuwen 2006: 6). Therefore,
multimodal semiotics involve the combination of multiple modes of communicative
signs, where a mode is defined as “the medium or channel through which
communicative intent is expressed”, including for instance speech, visuals or text (IGI
Global 2015). Kress and van Leeuwen (2006) argue that modes are never singular as
people perceive a sign on a multimodal level by adding meaning to the presentation as
well as the interpretation.
The notion of interpretation implies that Kress and van Leeuwen (2006: 1-36) base
their theories on the approach of social semiotics, which concerns the creation and
receiving of signs, arguing that meaning is created within a social construct. For this
reason, the implications suggest that meaning is subjective and may be created with a
specific purpose. In relation to this thesis, by analyzing the choice of signs in a
multimodal communicative act, one can extract and interpret the underlying meaning
intended by the sender. This justifies the choice of employing a multimodal discourse
analysis for answering research question 1. In order to ensure validity and a structured
analysis, the multimodal analysis will apply the tools of “the three metafunctions”, as
defined by Kress and van Leeuwen (2006). They suggest “in order to function as a full
system of communication, the visual, like all semiotic modes, has to serve several
representational and communicational requirements” (Kress and van Leeuwen 2006:
41), meaning, the three metafunctions can highlight as well as analyze these
requirements. Furthermore, due to the thesis sample using numerous modes, it is
important to note that the three metafunctions are not mode specific, hence, they apply
to all semiotic modes (Kress and van Leeuwen 2006: 42).
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 17 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
The three metafunctions are the ideational-, the interpersonal- and the textual
metafunction, where each investigates the requirements of semiotic modes (Kress and
van Leeuwen 2006: 41-44).
The ideational metafunction deals with the representation of reality, meaning how
objects, relations between objects and the conduct of the objects can be represented in
modes (Kress and van Leeuwen 2006: 42). The analysis according to the ideational
metafunction will concern the communicative signs and how these are chosen to reflect
the sender’s reality.
The interpersonal metafunction deals with the representation of interpersonal
relations of those present in the relation, either in real life or in the representation of
reality (Kress and van Leeuwen 2006: 42-43). This means that by analyzing the
depicted interpersonal relations, it will uncover how MARS and M&M’s chose to address
the receiver of the communicative act, and what assumptions are made concerning the
intended receiver.
The textual metafunction deals with the compositional arrangement and how the
choice of these can shape or affect the meaning of multimodal representation. This part
of the analysis will deal with MARS and M&M’s informational hierarchy, i.e. which parts
of their communication they want to emphasize, based on the elements’ relative
composition.
4.4. Hypermodality
Jay Lemke, a professor in communication, shares the same viewpoint as Kress and van
Leeuwen (2006) in the unavoidable multimodality in social semiotics. Lemke (2002:
302) takes on the position that “[...] all semiosis is multimodal, […] you cannot make
meaning that is construable through only one analytically distinguishable semiotic
resource system”.
Distinguishably, Lemke (2002) argues that hypertextuality, i.e. the online linking of
texts via hyperlink features, has produced a new type of interaction between semiotic
modes. Here, he advocates the notion of “hypermodality”, being “[...]the conflation of
multimodality and hypertextuality”, which creates linkages among text units, visual
elements and sound units of various scales (Lemke 2002: 301). Lemke (2002) argues
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 18 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
that the hypertextual mode will affect the combined interpretation of the multimodal
modes. Hence, a hypermodal analysis will provide more insight into the interpretation
of online communication.
As a methodological approach, Lemke (2002) proposes the presentational-,
orientational- and organizational functions to interpret meanings. These functions
correlate with Kress and van Leeuwen’s (2006) three metafunctions; the
representational-, the ideational- and textual metafunction respectively, as both are
based on the same theoretical framework of semiotician Michael Halliday (Kress and
van Leuween: 2006; Lemke 2002). For this reason, Lemke’s (2002) proposed functions
will not be described in detail, as the theoretical meaning is equivalent to the three
metafunctions proposed by Kress and van Leeuwen (2006). Lemke’s (2002) three
functions will be used to analyze the hypertextual modes of the chosen material from
MARS and M&M’s, as to include the modes of the online medium in the analysis.
Chapter 5 - Analysis, RQ1
The analysis will consist of two main parts categorized by the two communicators of the
research sample, M&M’s and MARS. The first part will consist of the multimodal
discourse analysis and hypermodal analysis of the online communication from M&M’s.
The second part will consist of the multimodal discourse analysis and hypermodal
analysis of the online communication from MARS. Consequently, findings to RQ1 will be
found, however, the comparative perspective of these finding will be addressed and
concluded on later in the discussion. Lastly, the key findings from both the M&M’s
section and MARS section will be summarized.
Screenshots of the chosen material to be analyzed can be found in appendix 1 to 3
5.1. Analysis of M&M’s
The following sections will analyze the online home page of M&M’s (M&M’s 2015). The
analytical theories applied will be those of the three metafunctions as described by
Kress and van Leeuwen (2006), named the ideational metafunction, the interpersonal
metafunction and the textual metafunction. The hypertextual modes found in the home
page will be analyzed through the three metafunctions as well, as discussed in the
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 19 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
presentation of hypermodality and hypertexts. How the modes may contribute to
discursive practice will be considered within each metafunction.
See appendix 1 for screenshots of the material from the M&M’s homepage.
5.1.1. Ideational Metafunction
Before being able to enter the home page of M&M’s, a square, a pop-up feature, appears
and asks you to enter your date of birth. The pop-up is smaller than the actual page,
which makes it possible to see the home page in the background, although in a shaded
version. the pop-up has the symbolic function of a locked door, and without the right
key, the page cannot be accessed. Hence, the square is unavoidable and that to enter
M&M’s home page is conditional. However, as the pop-up is a hypertextual link to the
home page, their relation is fragmented, as the box is not a constant on the page. The
fragmentation may suggest that these, the M&M’s home page and the pop-up, are not
part of the same discourse.
After the home page has been accessed, the structure of the page is perceived as
conceptual, meaning the page is a presentation of segments with no overall narrative
actions. When scrolling down the page, the top bar follows and consists to be in the top
of the screen. This hypertextual feature suggest a classification relation between the top
bar and the rest of the page’s parts; the top bar is superordinate, as it is always present,
and the other parts are subordinates, indicating a taxonomic structure.
However, the segments and participants of the page can also be observed as symbolic
having a symbolic meaning. Much of the page is in bright colors and in the sliding
illustrations, it is suggested that each color is connected and symbolizes an M&M’s
flavor and the cartoon character of that flavor. Furthermore, the bright colors are
assumed to symbolize carefree, happy and innocent fun that is projected into a
discursive portrayal of M&M’s. However, at the bottom of the page, the text is placed on
a white background and the text itself is in a demure font and dark blue color. In the
context of the bright multiple colors above, this part suggest that the page has a serious
side as well. As the heading of the feature is “OUR PROMISE” and the text elaborates on
what MARS takes responsibility for, this suggests a discourse of MARS as being a
responsible and caring organization. As MARS is the one mentioned under “OUR
PROMISE, it denotes that MARS is the one making the promise. Noteworthy is that the
communication that employs a fun and carefree discourse is authored by M&M’s.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 20 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
However, as the discourse becomes serious in the bottom, MARS becomes the author
responsible. The constantly present top bar with the M&M in the middle suggest that
M&M’s relay and accept the serious discourse, but that it is not a direct part of the
communicative goals of M&M’s. The same can be assumed of the pop-up mentioned in
the beginning. Within the pop-up M&M’s is only represented as an illustration of the
candy. The responsible party for the pop-up is not verbally mentioned by name, thus
making its origins unclear. However, MARS is a valid assumption as discussed.
Although the page is dominantly conceptual in structure, the six cartoons in the middle
is an exception. Their lines from their arms and eyes all point at their phones and, in one
case, her notepad. The narrative process of these participants with their phones,
presents them as live cartoons with personalities and interests. The inclusion of the
narrative cartoons humanizes M&M’s and portray a playful, child focused discourse.
5.1.2. Interpersonal Metafunction
The M&M’s home page has several interpersonal functions. To begin with, again, the
pop-up demands the viewer to address its content. Both in terms of the overall
requirement that you have to enter your birthday and birth year to enter, but also in
terms of the specific act to type in the numbers and to push the “Let’s Go!” button
(M&M’s 2015). The hypertextual feature forces the viewer to participate, thus ensuring
involvement from the start. The perspective of the pop-up is visualized as a frontal
angle, which connotes involvement as well, thus enhancing the perception of interaction
(Lemke 2002: 307-308; Kress and van Leeuwen 2006). If the day of birth puts the
viewer under the age of thirteen or if she tries to leave the pop-up by pushing the x in
the corner, the hyperlink sends the viewer to the “Marketing our Brands Responsibly”
page by MARS; thereby denying the viewer entrance to the M&M’s page. Thereby, MARS
portrays a responsible and consistent discourse and, without the direct involvement of
M&M’s, the M&M’s discourse unaffectedly remain playful, outgoing and fun.
On the M&M’s home page, the different represented participants vary in interpersonal
relations to the viewer. The three sliding images on the near top of the page, all have
participants that gaze at the viewer, thus demanding attention and involvement from
the viewer. The images are also hypertextual links, which suggest a relation between the
demanded involvement from the participants, and the possibility of involvement by the
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 21 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
viewer through hypertextual links. An example of the opposite is found in the
presentation of all the cartoon characters of M&M’s underneath the slides. All six of
them are looking at their phone, thus, giving the viewer the opportunity to observe
without the perception of being addressed. Furthermore, the full figure shot portrays an
impersonal social relation between the cartoons and the viewer. This illustration is not
a hypertextual link, which support the observation that interaction is either encouraged
or discouraged by the representational nature of the participants on the page.
Underneath the six cartoons, the page displays four images with descriptions/guides
underneath. Each image is hypertextual and the frame becomes bright orange as the
mouse touches the image, thus offering contact by informing and enticing the viewer to
click the hyperlinks. The enticing links portray M&M’s as actively seeking relations with
the viewer, thus shaping a discourse of M&M as a highly engaging brand that is
interested in their consumers on a deeper level.
The bottom part of the page contains the most hyperlinks, however, these are much less
demanding when the mouse touches them, as the only reaction is that they become
underlined. This suggests that these sections are not intended for an interpersonal
relation with the reader.
5.1.3. Textual Metafunction
Again, the pop-up before you can enter the home page should be approached. The
composition suggest a polarized distribution of modes, namely the information can be
read from the top down, and from left to right. When reading the image from left to
right, “Our Promise” is written, which is followed by a visual representation of the
M&M’s candies/brand symbol on the right. This composition suggests that their
promise, their core values need to be considered before the brand/candy becomes
accessible. When reading from the top down, “Our Promise” is in the top and where the
viewer has to provide their information is in the bottom. This composition can be
perceived as a conditional promise. Meaning, their promise becomes true when you
enter your (real) date of birth. Hence, the promise is dependent on the sincerity of the
active viewer. Discursively, this suggests that M&M’s (and MARS) is generally trusting,
but also that they can only be responsible as long as the viewer acts truthfully.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 22 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
On the home page, the informational value is polarized vertically. The top, which
includes the elements within the yellow frame, offers the viewer the colorful and
tasteful world of M&M’s. The salience of the idealized top is enhanced by the use of
strong colors, large letters and font, and the fusion of realistic and cartoon
visualizations. The bottom part is the entire section with the white background,
however, a line underneath the four clickable images functions as a frame that
disconnects the images from the more textual dense section underneath. These two are
furthermore divided, as the four images are in bold contrasting colors and the
communication underneath the line is in a thin discrete font, dark blue on a white
background.
Overall, the composition suggests that the fantasy of M&M’s is conveyed as the most
significant part in the top. As the viewer scrolls down the information becomes less
salient, as the information becomes firsts practical and finally serious in nature. To
conclude, M&M’s is dominantly part of the playful and happy discourse (the top part),
however, that discourse is trustworthy due to the less salient “responsible brand”
discourse in the bottom.
5.1.4. Conclusion on M&M's Analysis
M&M’s home page is a highly engaging page that seeks the interaction of the viewer
through numerous colorful and reactionary hyperlinks. The online communication
portrays M&M’s in a playful, carefree and fun discourse, suggesting a communication
with a wide appeal range. The presentation of the cartoon sweets can be assumed to
appeal to a young audience and by the use of both narrative and interpersonal
processes of these, they are perceived as humanized with different personality
characteristics. However, the demand of birth upon entering, combined with the serious
portrayal of the information in the bottom of the page suggest that M&M’s is responsible
as well. However, the communication of these serious matters is disconnected from the
rest of the information through compositional, representational and hypertextual
modes. The disconnection suggests a fragmentation in the communicative purpose,
namely that the page contains two discourses. The communicator of the carefree,
playful and fun discourse is directly connected to M&M’s, however, the serious
discourse.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 23 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
5.2. Analysis of MARS
The following sections will apply the online pages of MARS the same theoretical
framework as to the analysis of M&M’s conducted earlier. The analysis of MARS will
follow the same composition as the M&M’s analysis. However, as the sample consist of
two online pages from, both pages will be analyzed in turn within each metafunction.
See appendix 2 and 3 for screenshots of the chosen material from the MARS homepage.
5.2.1. Ideational Metafunction
MARS Homepage
The structure of MARS home page is conceptual, as the page consists mostly of sections
of text and non-active sections. The structure can be perceived as classificational, as the
top bar functions as a superordinate - the responsible party of the rest of the page. The
sections below are thus subordinates. However, the page can also be perceived as
analytical and symbolic, as the sections symbolically and practically describe the online
page of MARS. Along this train of thought, the sections with the headings: “Principles in
Action, Shrinking Sodium, Fish Sustainability, Empowering Women and Brands” depict
the activities and procedures of MARS as an organization as well as carry a symbolic
connotation. The symbolic values of the headings present MARS as a caring, responsible
and fair organization towards nature, women, their consumer and the world in general.
In the bottom of the page, with the heading “Brands” the brands that MARS own are
presented in form of brand symbol. This connotes MARS as a great, powerful and
established corporation due to its ownership of these recognized brands.
The section at the near top of the page with the hypertextual feature of sliding and
clickable images, include a narrative process in image number one. The two actors, a
male and a female in lab coats, both look at the same unknown object. The participants
are perceived to be two working MARS employees, and their gaze towards the same
object, connotes healthy employee collaboration unaffected by gender or ethnic
differences.
MARS is portrayed as a great corporation, both in size and values, which include an
environmental, a gender equal and a health discourse.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 24 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
MARS page: Marketing Our Brands Responsibly
This online page is the one viewers who unsuccessfully try to enter M&M’s home page,
either due to age or avoidance of entering date of birth, are hypertextually transported
to.
The page is dominantly conceptual in structure. The top bar again functions as a
superordinate to the rest of the page, as it represents MARS, as well as functions as a
hypertextual directory of all of MARS and its brand online communication. However, the
structure between the text segments is analytical. The heading: “Marketing Our Brands
Responsibly” functions as the heading of the other segment headings underneath. The
headings underneath, are “Our Marketing Code, Best Practice Governance From MARS
Chocolate U.K, Not Marketing to Children, Improving Children’s Media Literacy, Making
Green Claims, and, Digital Marketing”. These subheadings are necessary to understand
specifically what “Marketing Our Brand” entails, as that message is indefinable and
vague on its own. On a deeper level, the subheadings themselves are each supported by
texts to define the specifications of their messages. The elaborate analytical
representation of information conveys business transparency and honesty and places
MARS in a discourse of high business ethics. Furthermore, as many of the possessive
attributes entail regulations revolving children, it emphasizes MARS in child caring
discourse.
The visual image in the top of the page does not depict much action, however, it contain
many symbolic features, especially the woman. Her appropriate age, her healthy pretty
appearance, her celebrity status and her grin, all supports the communicated discourse
of MARS as the responsible and trustworthy organization. The green in the background
of the image is a representative of the crunchy M&M’s. However, the color is a widely
accepted connotation of environmental support, hence the phrase “Making Green
Claims” in the second to last subheading. Thus, MARS is also part of the
environmental/green discourse.
5.2.2. Interpersonal Metafunction
MARS Homepage
The information on the page is offered to the viewer, as there is no direct interpersonal
contact from the human participants. Thus, the page is perceived as transparent and the
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 25 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
segments of the page are not luring the viewer in a specific direction with enticing and
demanding imagery. Hypertextually, much of the words and images function as
hyperlinks to other pages. However, compared to M&M’s, the visual reaction when the
mouse touches the hyperlink is very demure, as the solely reaction is an underlining of
the word, or the representative symbol of the mouse on the screen changes symbol. For
a viewer with experience in hyperlinks, the links are not difficult to find as they are
phrased in the imperative, such as: “Learn More; See Our Progress” and so on. The
demure hyperlinks support the informational transparency discourse, as the viewer is
not guided by stimuli, but by her own reasons of interest.
The photograph of the human participants on the mere top of the page is semi close up,
as they are seen from the waist up. The size of frame suggests the viewer is intended to
have a social relation with the participants, which connotes that the employees of MARS
are “normal” approachable people. This relation is assumed to be transferred onto
MARS, thereby humanizing the organization in the eyes of the viewer. The perspective
of the image is taken in such a way, that the female participant is perceived in a frontal
and on eye level. Thus, portraying the woman as an equal. However, the male
participant is shot from a semi low and oblique angle, which connotes his seniority over
the female as well as his detachment from the viewer. The detachment of the male is
emphasized as part of the male participants head is cut off by the frame and the female
participant’s head is kept intact. The seniority of the male connotes structure and
professionalism, representative features that appeal to the MARS discourse.
Linguistically, the communication of the page suggest that the information is offered to
the reader, as the consistent use of plural personal pronouns portray MARS as
fictitiously accessible and open towards the viewer.
MARS page: Marketing Our Brands Responsibly
As mentioned previously, the linguistic modes are the most applied mode of
communication on this page. Like the home page, there is a consistent and heavy use of
personal pronouns in the communication, although the form is not used in the second
person. The absence of the second person personal pronouns implies a social distance
between the viewer and the people of MARS, which connotes the interest of a
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 26 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
professional relationship with the viewer. The impersonal and professional relation
strengthen the professional and responsible discourse of MARS.
The hypertextual features, the hyperlinks and the menu bar in the top, which open
when they are touched by the mouse cursor, are portrayed to be solely accessible to the
viewer. The features are not elaborately presented, hence the viewer is invited to
investigate the pages with no predisposed demands from MARS on where to click.
The image with the famous woman supports the linguistic communication, as she does
not engage in eye contact with the viewer. She is assumed to be offered to the viewer as
a visual exemplification of the responsibility claims stated on the page. However, the
angle of the photograph is frontal and at eye level, which imply that she is a real
approachable person and that the viewer is her equal. As the text in the corner of the
image states: “All marketers and agency partners must pass the Marketing Code Drivers’
License before they can market our brands” she is assumed to be either one of those
things and more importantly, deemed an accepted representative of MARS. However,
the representatives of MARS, after their stamp of approval, are portrayed on a more
personal level, which imply that the individual representatives of MARS are part of a
less serious discourse.
5.2.3. Textual Metafunction
MARS Homepage
The use of color arranges the composition in three sections, arranged on top of each
other. The top and bottom margin on the page have the same shade of dark blue in
contrast to the white background in the middle section. The middle section is thus
presented as containing the most significant information at this time. The top and
bottom margin illustrate always-present information in form of hypertextual links and
directives of content. The margins are assumed to have little salience due to the nature
of their information as necessary, navigational, practical and possibly mandatory by
law. The home page shares similar compositional functions with that of a newsletter, as
the middle section entails the new or pushed information and the margins stay the
same.
The middle section is made salient through color, as each section has a different bright
color as a background, thus both highlighting them and color coding them by theme. The
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 27 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
white background frames each section and separates them from each other, thus
making each stand out and draw the attention of the viewer.
Linguistically, the size of the texts varies and the headings, as the biggest texts, are the
most salient. The compositional structure of the larger headings makes it easy for the
viewer to navigate between the themes of information on the page.
The hypertextual sliding images are made the most salient as the only feature moving
continuously.
The compositional functions applied make the page very easy to navigate and
comprehend, much like a newsletter, which portray MARS in a commercial discourse. In
addition, the easy navigation and bright colors can be assumed to appeal to a broad
audience.
MARS page: Marketing Our Brands Responsibly
The composition of this is divided in three sections as well. A reasonable assumption is
that the top and bottom margin are included in most of MARS online pages for reasons
analyzed in the previous section.
However, if the margins are disregarded, the composition changes to a polarized
structure, presenting the visual image of the woman as a simple and ideal
representation of the long text underneath. The visual image is made highly salient
through bright colors and the large size of frame, compared to other visual elements on
the page. In addition, the viewer is instantly drawn to the image because of the presence
of the only human character on the page. The long text underneath, however, has very
little salience, as only the headings of each section and the dashes of blue in the listing of
public commitments draws the attention of the viewer. Furthermore, the viewer need to
scroll a long way down to see the end of the linguistic stream of information, which
makes the segment even less salient. The color palette of the ‘real’ section consists of
blue, white, black, and gray with an emphasis on white and grey. As the text is in a slim
font and grey on a white background, it connects the sections of texts with each other,
thus making them appear as one long text; a not stimulating portrayal and in sharp
contrast to the home page of MARS.
Previously, in the ideational analysis, MARS applied a transparency discourse through
their page presentation, however, the compositional modes imply the opposite. The
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 28 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
composition furthermore suggests that MARS promotes some of their information
through a commercial discourse, as other information has a much less salient portrayal.
However, this may suggest that MARS intents to appear trustworthy in their
communication by excluding color and other visual salience.
5.2.4. Conclusion on the Analysis of MARS
Through the combination and use of multimodal and hypertextual modes, MARS has
made clear differences in the discourses between the two pages. They both share a
professional, caring, established and transparent discourse based on their use of
linguistic features of formality and the many discrete hypertextual features. However,
compared to the Marketing Our Brands Responsible page, the homepage was colorful,
thereby adding a commercial discourse to that page. By the much use of visually dense
linguistic texts, the ‘Marketing Our Brands Responsible’ page connotes a tone of
seriousness and a trust discourse. However, the use of white and gray have
contradictory connotations, as the shaded colors and many verbal texts makes the text
unappealing, compared to the image above it. The choice to make a text unappealing can
connote a wish to draw attention away from it, hence, damaging the trust and
transparency discourse.
Chapter 6 - Discussion and reflection, RQ1 and RQ2
To make a valid reflection on RQ1 and to thoroughly determine the possible
implications suggested in RQ2, CSR theory will be included to help provide multiple
perspectives and theoretical considerations.
The multimodal and hypertextual analyses of the online communication of MARS and
M&M’s portray a creation of discourses that are, between the two, very different in
nature. The communicative goals and intended audience will be presumed different by
extend.
M&M’s online communication intends to shape a discourse that entails a fun, carefree
lifestyle. The cartoon characters suggest the inclusion of playfulness in the discourse,
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 29 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
which appeal to a younger audience or even a child audience. However, by use of a
mandatory pop-up, demanding the online visitors age, M&M’s distances itself from child
promotion. From a critical standpoint, the page is easy to access, as one can lie about
one's age. In that case, the function of the pop-up is changed from a child safety
precaution to a pure promotion of responsible discourse by M&M’s; and MARS by proxy.
Thereby, M&M’s appeals to an audience, who has an interest in protecting children,
while simultaneously disclaiming responsibility, if a child tricks their way onto the page.
The same can be said concerning the hypertextual feature that transports the viewer
onto the MARS “Marketing Our Brands Responsible” page. Based on discourse, the page
does not appeal to children, as the combination of modes in the multimodal and
hypermodal communication lack features such a bright imagery in a large scale, creative
reactionary hyperlinks etc. The page more likely appeals to a responsible adult,
presumably a parent of young children. However, that page is where children under the
age of 13 will be brought if they enter their birthday truthfully. Thus, the page
simultaneously connotes ‘access denied’ to a child and ‘responsible organization’ to an
adult.
In contrast to M&M’s home page, with the fun and carefree discourse, MARS emphasize
corporate transparency and professionalism in their discourse. Both MARS’s home page
and the ‘Marketing Our Brands Responsible’ page include extensive structured and
color coded directories and hyperlink with additional information, which connotes that
MARS has nothing to hide and invites the viewer to make her or his own investigation
within the pages of MARS.
In section 3.1.5, CSR scholars argued a relation between and organization’s products
and procedures and their choices of CSR initiatives and related communication. MARS is
a true example of that claim, as it argues its CSR activities based on their publics, namely
their consumers/audiences and their employees. Discourse creation concerning gender
and ethnic equality is based on and related to their employees, as discourse creation
concerning health, advertising for children, and the environment are based on and
related to their consumers. The discourses appeal to a large segment of people.
However, the core audience is presumed to be parents with an interest in these issues.
Thus, aimed at an audience whose life situation allows them to have concerns on these
matters.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 30 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
In the literary review, it was found that corporate heritage has a positive effect on the
perception of a brand and organization. Thus, it raises the question why neither MARS
nor M&M’s includes their corporate heritage on their online home pages. As the CSR
communication is considered planned, the two has deliberately chosen to exclude this
aspect of their CSR communication. An argument for their choice lies in their discursive
creation, as especially within health and child advertising, the heritage of M&M’s cannot
be applied with much success. Additionally, the professionalism
discourse
communicated by MARS may not be considered to align with that of their historic
achievements.
The difference in discourses between MARS and M&M’s may also apply to the theory
concerning the ‘Catch 22’, namely that ‘too loud’ CSR communication is frowned upon
by the audience. The pop-up feature mentioned previously may be considered with
skepticism due to the excessive protection of children against chocolate candy. Within a
social construct with an implicit CSR history, this can be disregarded as unnecessary
and too loud CSR communication. However, disregarding the pop-up, the M&M’s home
page contain very little CSR relevant communication, beside from hyperlinks to MARS’s
homepage or ‘Marketing Our Responsibilities’ page, which suggest a deliberate uneven
distribution of CSR communication between the pages of MARS and M&M’s. The
explanation may be that it is practical to place CSR communication on the organizational
pages, so that other brands can link to the same pages. However, the CSR can also be
considered excluded from the M&M’s page as to not have contradictory effect on the
happy, carefree discourse with such serious subjects as obesity/health and
organizational responsibilities.
Based on this observation, further research on the distribution of CSR communication
between and its brands is suggested.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 31 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Chapter 7 - Conclusion
Because their market offerings consist of chocolate candies, M&M’s and MARS are both
faced with a challenge in connection to the increased problem with global obesity. CSR
and the communication thereof are initiatives that can accommodate the stakeholders’
demand for corporate responsible actions towards the public. Furthermore, because
research and literature on communicating CSR is limited, this only increases the
challenge for public relation practitioners.
The multimodal- and hypermodal analyses shed light on the discourses that M&M’s and
MARS attempted to portray. MARS was communicated via a discourse that portrayed
transparency, professionalism, caring and a little advertising. M&M’s were found to
emphasize a fun, colorful discourse that presented it as caring and engaging brand.
However, M&M’s more serious responsibilities towards society was mostly relayed
through the organizational brand, MARS. Therefore, it was discussed, whether it is
ethical to merely referring to another brand (although related) responsible actions. It
can be argued that M&M’s disclaims its responsibility and therefore only concentrates
on presenting the other, more colorful aspects of the brand.
This thesis attempted to fill out this gap in CSR literature by engaging in a comparative
study between M&M’s and MARS’s approach on online CSR communication, thereby
laying the foundation for further research.
Chapter 8 - References
Bargiela-Chiappini, F. (2008) In Memory of the Business Letter: Multimedia, Genres and
Social Action in a Banking Website. In M. Gotti and P. Gillaerts (eds.): In Memory of the
Business Letter: Multimedia, Genres and Social Action in a Banking Website, 2nd edn.
Beamer, L. and Varner, I. (2011) Intercultural Communication in the Global Workplace.
5th edn. New York: McGraw-Hill
Bielenia-Grajewska, M. (2014) CSR Online Communication: The Metaphorical
Dimension of CSR Discourse in the Food Industry. Communicating Corporate Social
Responsibility: Perspectives and Practice 6, 311-333.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 32 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Blombäck, A. and Scandelius, C. (2013) Corporate heritage in CSR communication: a
means to responsible brand image? Corporate Communication: An International Journal
18(3), 362-382.
Burr, V. (2001) An introduction to social constructionism. New York, NY: Routledge
Carroll, A. (1991) The Pyramid of Corporate Social Responsibility: Toward the Moral
Management of Organizational Stakeholders. Business Horizons (July-August), 39-48.
Forbes (2014) #204 Mars. Available at: http://www.forbes.com/companies/mars/
[Accessed 30 August 2015]
Garriga, E. and Melé, D. (2004) Corporate Social Responsibility Theories: Mapping the
Territory. Journal of Business Ethics 53, 51-71.
Holm, A. B. (2013) Philosophy of Science: An introduction for future knowledge workers.
Frederiksberg C: Samfundslitteratur
IGI Global (2015) What is Communication Mode? [online] Available at: http://www.igiglobal.com/dictionary/communication-mode/4638 [Accessed 29 August 2015]
Kim, S. (2011) Transferring effects of CSR Strategy on Consumer Responses: The
Synergistic Model of Corporate Communication Strategy. Journal of Public Relations
Research 23(2), 218-241.
Kim, S. and Rader, S. (2010) What they do versus how much they care: Assessing
corporate communication strategies for Fortune 500 web sites. Journal of
Communication Management 14 (1), 59-80.
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 33 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Kress, G. and van Leeuwen, T. (2006) Reading Images. The Grammar of Visual Design,
2nd edn. London: Routledge.
Lemke, J. L. (2002) Travels in hypermodality. Visual Communication 1 (3), 299-335.
London: SAGE Publications
M&M’s (2015) Home. Available at: http://www.mms.com [Accessed 1 September 2015]
Kress, G. and van Leeuwen, T. (2006) Reading Images: The Grammar of Visual Design.
2nd edn. Abingdon: Routledge
Mars (2015a) Home. Available at: http://www.Mars.com/global/index.aspx [Accessed 1
September 2015]
Mars (2015b) Marketing Our Brands Responsibly: Available at:
http://www.Mars.com/global/about-Mars/Mars-pia/our-brands/communicatingresponsibly/marketing-our-brands-responsibly.aspx [Accessed 1 September 2015]
Mars (2015c) About Mars. Available at: http://www.mars.com/global/about.aspx
[Accessed 30 August 2015]
Mars (2015d) Chocolate. Available at:
http://www.mars.com/global/brands/chocolate.aspx [Accessed 30 August 2015]
Mars (2015e) History timeline. Available at: http://www.mars.com/global/aboutmars/history.aspx [Accessed 30 August 2015]
Mars (2015f) Promoting Responsible Behavior. Available at:
http://www.mars.com/global/about-mars/mars-pia/our-brands/communicatingresponsibly/promoting-responsible-behavior.aspx [Accessed 30 August 2015]
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 34 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Mars (2014) Marketing Code. Available at:
http://www.mars.com/global/assets/documents/MMC_Handbook.pdf [Accessed 26
August 2015]
M&M’s (2015) Homepage. Available at: http://www.mms.com [Accessed 1 September
2015]
Matten, D. and Moon, J. (2008) “Implicit” and “Explicit” CSR: A Conceptual Framework
for a Comparative Understanding of Corporate Social Responsibility. Academy of
Management Review 33(2), 404-424.
Morsing, M., Schultz, M. and Nielsen, K. U. (2008) The ‘Catch 22’ of communicating CSR:
Findings from a Danish study. Journal of Marketing Communications 14(2), 97-111.
Schwartz, M. S. and Carroll, A. (2003) Corporate Social Responsibility: A Three-Domain
Approach. Business Ethics Quarterly 13(4), 503-530
Van Leeuwen, T. (2009) Chapter 6: Discourse as the Recontextualization of Social
Practice: A Guide. In: R. Wodak and M. Meyer: Methods of Critical Discourse Analysis, 2.
Edn, pages 144-161. London: SAGE
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 35 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Chapter 9 - Appendices
9.1. Appendix 1 - Screenshots from M&M’s homepage
9.1.1. Validation of birthday before entering homepage
M&M’s (2015) Homepage. Available at: http://www.mms.com [Accessed 1 September 2015]
9.1.2. Screenshots of homepage once birthday has been validated
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 36 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
M&M’s (2015) Homepage. Available at: http://www.mms.com [Accessed 1 September 2015]
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 37 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
9.2. Appendix 2 - Screenshots from MARS homepage
Mars (2015a) Home. Available at: http://www.Mars.com/global/index.aspx [Accessed 1 September 2015]
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 38 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
9.3. Appendix 3 - Screenshots from MARS: Marketing our Brand
Responsibility
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 39 of 40
Ida Falkenberg Børsting
Student no.: 201208535
Bachelor Thesis
Mars (2015b) Marketing Our Brands Responsibly: Available at: http://www.Mars.com/global/aboutMars/Mars-pia/our-brands/communicating-responsibly/marketing-our-brands-responsibly.aspx
[Accessed 1 September 2015]
BA in Marketing and Management Communication
Aarhus BSS, School of Business and Social Sciences, Aarhus University
Page 40 of 40