Browsing by Subject "kulttuurisen diskurssin analyysi"

Objectives. Communication is cultural when the patterns of symbolic action and meaning are deeply felt, commonly intelligible and widely accessible. The cultural features, beliefs and values of the speech community can be examined through an important cultural term. The practices that reflect and build the social reality are described in the tradition of Ethnography of communication. In this master's thesis research the speech of corporate social responsibility (CSR) in a construction company was examined. The aim was to find cultural meanings that the speech reveals by analyzing the linguistic features of the community. The purpose was to examine what the linguistic features tell about the common beliefs and values and the meanings of CSR. The idea was to examine a cultural term that has not been examined earlier in the tradition of Ethnography of communication. Methods. The research material included 9 semi-structured thematic interviews that were collected from a Finnish construction company. There were 12 interviewees taking part in in the research. Three of the interviews were couple and six were single interviews. The interviews lasted 20–60 minutes. The material reached included some texts from the company's Internet page as well. The research material was analyzed with the Cultural discourse analysis. The cultural features were examined with five discursive hubs that were used as analytical tools. These hubs were dwelling, relations, feelings, action and identity. The analysis consisted of five phases: theoretical, descriptive, interpretive, comparative and critical. Results and conclusions. Two cultural discourses were found in the speech community: open discourse and caring. The interviewees experienced that the meaning of CSR was sharing the good and the bad with the stakeholders. The participants felt that discourse of caring meant acting responsible. Caring and open discourse were important actions in the community. The perceptions about CSR reflected the factors of social responsibility according to CSR research. Based on the cultural premises of the cultural discourses of this study the participants evaluated each other as flexible, open and honest. They were expected to take care of the objectives of their work and the wellbeing of their colleagues. The daily interaction between the participants was experienced to strenghten the features of openness and honesty.