Constructing a Green Brand Image : Language, Framing and Visual Communication on Viking Line’s Sustainable Travel Page

Abstract

In this thesis I examine how the Finnish ferry line company Viking Line uses language, framing, and visuals to construct a green brand image. The material consists of the textual and visual content on the company’s Sustainable travel webpage. To analyze how these elements contribute to creating a positive environmental impression of the company, I apply two approaches: Framing Theory and Multimodal Critical Discourse Analysis (MCDA). Framing Theory is used to identify and explore recurring narratives in the textual material, while MCDA is applied to critically analyze the visual elements and the meanings they convey. The analysis shows that Viking Line employs multiple complementary frames and favorable imagery to present itself as an environmentally responsible operator. Moreover, the findings suggest that the company’s sustainability communication contains executive greenwashing and reflects several “sins” of greenwashing. The study indicates that vague sustainability-related language and selective emphasis may obscure the broader environmental impacts of cruise travel. Further research could investigate whether similar frames are used by other cruise or travel companies, as well as how effective such strategies are in shaping consumer perceptions.