Hållbarhetsredovisning och media

Sustainability questions that concern the subjects of environmental and social aspects are increasing in today?s society, and therefore the sustainability report is a way for companies to show their work with sustainability development by working with a clear report and follow up. As the first country in the world, Sweden has decided, as from the financial year of 2008, that all governmental owned companies should present a sustainability report according to the guidelines of GRI. The aim of this essay was to identify and analyze actual events from a sustainability aspect for Vattenfall, from a medial perspective during the time period 2005-2009. We made a content analysis of one company?s sustainability reports during a time period of five years and we connected this to the medias reports of the company from the same period, to see if there were any connections between the subjects that media had elucidated. Some subject categories show a quite strong and positive correlation of how the quantitative reports in media and sustainability reports have appeared during the years. Despite that it is difficult to establish that media has affected the content of the sustainability report because of the fact that there are other reasons that might have caused it. Therefore it cannot be surely established that the problems with the medial conformity has been transferred into the company?s sustainability report. The conclusion from the result through the empirics is that the categories: environmental investments/energy adaption, environmental objective/environmental development and politics/society have a relative strong correlation between medias reports and sustainability reports.

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