Delineating responsibility, decisions and compromises: a frame analysis of the fast food industry’s online CSR communication

ABSTRACT

This paper uses a frame analysis method to highlight the ways in which the quick-service restaurant (QSR) industry – or fast food restaurant industry – uses official websites to communicate messages about nutrition and health to consumers and other relevant publics, especially using the language of corporate social responsibility. In the context of the increasing association of QSR industry food to the obesity epidemic in the U.S.A., several large fast-food chains have developed elaborate communication strategies to address the health concerns among the general public of their foods. Using a frame analysis method, I demonstrate that the industry consistently draws on metaphors of ‘individual responsibility’ and ‘personal choice’ in choosing healthy food, while establishing the primary role of moderation and exercise in preventing obesity. As a contribution to the field of PR, this emic frame analysis features an integrative approach that combines both message features in context with message intention. I also discuss practical applications of the study findings.

KEYWORDS:

• Fast food industry
• frame analysis
• corporate social responsibility
• health

Disclosure statement

No potential conflict of interest was reported by the author.

Notes

1. I was the sole coder for the entire corpus of data.