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Bachelor Thesis

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Chiara Valentini

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Ida Falkenberg BørstingStudent no.: 201208535

Bachelor Thesis

AbstractIn 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 CommunicationAarhus BSS, School of Business and Social Sciences, Aarhus University Page 2 of 40


Bachelor Thesis

Table of ContentAbstract............................................................................................................................................. 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............................................................................................................................ 10

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?.......................................13

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........................................................................................................................................... 17

4.3 Multimodal Discourse Analysis.................................................................................................. 17

4.4. Hypermodality................................................................................................................................. 18

Chapter 5 - Analysis, RQ1.......................................................................................................... 19

5.1. Analysis of M&M’s........................................................................................................................... 20

5.1.1. Ideational Metafunction..........................................................................................................................20

5.1.2. Interpersonal Metafunction..................................................................................................................21

5.1.3. Textual Metafunction...............................................................................................................................22



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..................................................................................................................26

5.2.3. Textual Metafunction...............................................................................................................................27

5.2.4. Conclusion on the Analysis of MARS.................................................................................................29

Chapter 6 - Discussion and reflection, RQ1 and RQ2.......................................................30

Chapter 7 - Conclusion............................................................................................................... 32

Chapter 8 - References............................................................................................................... 33

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.................................................37

9.2. Appendix 2 - Screenshots from MARS homepage................................................................38

9.3. Appendix 3 - Screenshots from MARS: Marketing our Brand Responsibility............39



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



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)



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 ScienceThis 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



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. DelimitationM&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



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 ThesisThe 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’sThe 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,



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 ReviewThe 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



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



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.



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.



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

(2008) in terms of European tradition of implicit CSR communication. Furthermore,



Bachelor Thesis

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 CommunicationThis 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

communication features, thus changes the readers’ navigation from linear to nonlinear.



Bachelor Thesis

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 - MethodologyTo 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 ApproachRQ1 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. DiscourseDiscourses 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 communicative purpose that will underlie their presented discourse in their



Bachelor Thesis

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 AnalysisThe 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).



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. HypermodalityJay 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

that the hypertextual mode will affect the combined interpretation of the multimodal



Bachelor Thesis

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, RQ1The 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’sThe 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



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.



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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



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the 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.



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.



Bachelor Thesis

5.2. Analysis of MARSThe 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.



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



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.


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



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.



Bachelor Thesis

The 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.


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



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 RQ2To 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,



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.



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.

Chapter 7 - ConclusionBecause 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



Bachelor Thesis

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 - ReferencesBargiela-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.

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.



Bachelor Thesis

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.igi-

global.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.

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



Bachelor Thesis

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/communicating-

responsibly/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/about-

mars/history.aspx [Accessed 30 August 2015]

Mars (2015f) Promoting Responsible Behavior. Available at:

http://www.mars.com/global/about-mars/mars-pia/our-brands/communicating-

responsibly/promoting-responsible-behavior.aspx [Accessed 30 August 2015]

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]


http://www.mms.com/


Bachelor Thesis

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



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


http://www.mms.com/


Bachelor Thesis

M&M’s (2015) Homepage. Available at: http://www.mms.com [Accessed 1 September 2015]


http://www.mms.com/


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]



Bachelor Thesis

9.3. Appendix 3 - Screenshots from MARS: Marketing our Brand

Responsibility



Bachelor Thesis

Mars (2015b) Marketing Our Brands Responsibly: Available at: http://www.Mars.com/global/about-

Mars/Mars-pia/our-brands/communicating-responsibly/marketing-our-brands-responsibly.aspx

[Accessed 1 September 2015]


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