Date of Award

1-1-2013

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Second Advisor

Dr. David Givens

Abstract

For over four decades, the outdoor clothing company Patagonia has promoted environmentalist ideologies though essays and photographs published in their print media. This strategy offers an eco-friendly narrative that resonates with many brand consumers, but the art of constructing and publicizing a corporate narrative with social purpose (i.e. corporate social narrative) has yet to be explored. In this thesis, Patagonia’s corporate social narrative is reviewed in light of Fisher’s narrative paradigm theory, the principals of corporate social marketing, social exchange theories, and the idea that visual imagery holds significant power in consumer markets. Major themes in Patagonia’s environmental narrative are identified and explored via narrative analysis of promotional material published by the company between the years of 1972-2013, with a focus on product catalogs published after 1991. The narrative research delves into how the themes of journey, calculated risk, minimalist struggle, and a connectedness to nature help Patagonia create a self-proclaimed uncommon culture and explores how this culture is used to promote behavioral change in outdoor enthusiasts who purchase from the company. Lastly, lessons from Patagonia’s social narrative are detailed along with recommendations on how corporate social narrative can be used effectively in other consumer markets.

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