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Title: Análisis de los mensajes en materia de sostenibilidad de las empresas lácteas españolas
Author: Arranz Orlandi, M. Teresa
Tutor: León Vergara, Maria Reyes
Others: Compte Pujol, Marc
Keywords: sustainable communication
social responsibility
communication strategy
Issue Date: Jan-2022
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The purpose of this work is to know in which areas of sustainability large Spanish dairy companies are investing their efforts through the analysis of their communication strategies in this area. Sustainability is an urgent challenge and the role of companies, in particular the dairy industry, is fundamental to achieving the Sustainable Development Goals. The specific objectives of this research aim to identify what messages these companies have spread in the media during 2021 and what is the quality of that information. We also want to know how important sustainability content is for these companies on their websites, how much information they allocate to it and what topics have more relevance. Finally, we want to check if there is a communicative coherence between the messages published in the media and those of the website. The methodology used is the content analysis to study the sustainability messages in: 1.- The news published in the media from January 1 to November 30, 2021 and 2.- The contents published on their respective web pages. The research sample is made up of the top 10 operators in the Spanish dairy market according to their turnover in 2019. The results show that 60% of the companies analyzed disseminate information about sustainability through the media and that 40% of them do so through their websites.
Language: Spanish
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