Müller, Catharina - The discourse of Corporate Social Responsibility

Publicado en Taller 2 - Perspectivas y herramientas en el análisis de los datos

Autoría Müller, Catharina  (Universidade da Corunha)
Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.
Título The discourse of Corporate Social Responsibility
Sección Taller 2 - Perspectivas y herramientas en el análisis de los datos
Resumen My research examines the discourse of Corporate Social Responsibility (CSR). CSR can be defined as part of the strategic management of a company -- as the voluntary self-commitment to act in an ethical and responsible manner in the social, economic and environmental dimension, beyond legislative demands. I am specifically focusing on CSR reports published by multinational apparel companies. Furthermore and in comparison, I examine (counter)discourse on CSR produced by the press, (non-governmental) organisations, campaigns or legal institutions.  My hypothesis is that CSR reporting diminishes the responsibility of corporations but persuades the discourse receiver of the opposite. By analysing CSR disclosure of corporations such as Nike, Inditex or the Phillip Van Heusen Corporation I want to answer questions such as: what sorts of discursive resources, strategies or structures are used for persuading the audience; how is responsible behaviour argued for by referring to third-party involvement; or, how did CSR discourse change over time?  In order to produce answers to my research questions I apply different methodological approaches. For a first quantitative insight into my data, I use a Corpus Linguistics approach which will provide me not only with information on frequency and collocates but also with grammatical and semantic information. My study is based on a 1 647 329 word corpus of CSR reports from nine garment corporations from the years 2002 to 2011, which enables me to look at CSR discourse at a specific moment and at its development over time. After retrieving all data for analysis from the Internet I prepare it for its processing in the Corpus Linguistic tools AntConc and Wmatrix3. In order to triangulate my methodology and apply other than computer assisted approaches, I examine the data from a qualitative point of view paying attention to the text per se and, moreover, to the visual presentation -- to photos, graphics, tables, fonts and general page organisation, i.e., paying attention to aspects of multimodality. Furthermore, I shall rely on Functional Grammar in order to describe, for example, deontic modality and agency in CSR discourse. I also try to get access to information on text production by preparing a questionnaire which will be sent to the corporations under examination.  In summary, I adopt a critical and interpretive approach to Discourse Analysis as the instrument in order to observe and demonstrate the relationship between society and corporations in a context of globalisation, outsourcing and crisis. || Selected references: Baker, P. (2006). Using corpora in discourse analysis. London: Continuum. ||  Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of theory and research for the sociology of education (pp. 241-258). New York: Greenwood. ||  Fairclough, N. (2003). Analysing discourse. Textual analysis for social research. London: Routledge. ||  Ihlen, Ø., Bartlett, J., & May, S. K. (Eds.) (2011). The Handbook of Communication and Corporate Social Responsibility. Malden, Massachusetts: Wiley-Black. ||  Mulholland, J. (1994). Handbook of persuasive tactics. A practical language guide. London: Routledge. ||  van Dijk, T. A. (1998). Ideology. London: Sage. ||  Verschueren, J. (2012). Ideology in language use. Pragmatic guidelines for empirical research. Cambridge: Cambridge University Press.