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Discourse analysis and corporate social responsibility: a qualitative approach

Discourse analysis and corporate social responsibility: a qualitative approach Purpose – The purpose of this paper is to examine how firms build and develop corporate discourse in the field of corporate social responsibility (CRS). The paper has two main objectives: to clarify notions that are used when analyzing discourse; and to provide a qualitative methodology to analyze how the discourse is used to construct a CRS strategy. Design/methodology/approach – The paper presents a qualitative methodology, deconstructing four CRS reports using a story‐telling approach. Findings – The analysis shows that firms construct their environment while marketing the report on social responsibility, in order to make of it an asset in an institutional communication system. Research limitations/implications – Further attention should be devoted to the specificity of qualitative approach and to discourse analysis (selection of the corpus, validity and triangulation, etc.). Originality/value – The paper shows how discourse can be used to provide competitive advantage. It also provides a clear framework while using discourse analysis and identifies the major pitfalls that should be avoided when using such a methodology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Society and Business Review Emerald Publishing

Discourse analysis and corporate social responsibility: a qualitative approach

Rodolphe Ocler
Society and Business Review , Volume 4 (3): 12 – Oct 2, 2009
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References (46)

Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1746-5680
DOI
10.1108/17465680910994182
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine how firms build and develop corporate discourse in the field of corporate social responsibility (CRS). The paper has two main objectives: to clarify notions that are used when analyzing discourse; and to provide a qualitative methodology to analyze how the discourse is used to construct a CRS strategy. Design/methodology/approach – The paper presents a qualitative methodology, deconstructing four CRS reports using a story‐telling approach. Findings – The analysis shows that firms construct their environment while marketing the report on social responsibility, in order to make of it an asset in an institutional communication system. Research limitations/implications – Further attention should be devoted to the specificity of qualitative approach and to discourse analysis (selection of the corpus, validity and triangulation, etc.). Originality/value – The paper shows how discourse can be used to provide competitive advantage. It also provides a clear framework while using discourse analysis and identifies the major pitfalls that should be avoided when using such a methodology.

Journal

Society and Business Review – Emerald Publishing

Published: Oct 2, 2009

Keywords: Corporate social responsibility; Storytelling; Qualitative methods

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