Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

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
Download PDF
12 pages

Loading next page...
 
/lp/emerald-publishing/discourse-analysis-and-corporate-social-responsibility-a-qualitative-Us9hO6ibjL
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

References

  • Observational techniques
    Adler, P.A.; Adler, P.
  • Les informations sociales dans les rapports annuels, deuxième année d'application de la loi NRE: Premières éléments à partir des sociétés cotés au CAC 40
    Alpha Etude
  • Fiabilité et validité des enquêtes qualitatives.: un état de l'art en marketing
    Andreani, J.C.; Conchon, F.
  • It is time to set story free from narrative prison! Qualitative inquiry in the business and management field
    Boje, D.M.
  • Reclaiming story in organization narratologies and action sciences
    Boje, D.M.; Alvarez, R.; Schooling, B.
  • Language and organization: the doing of discourse
    Boje, D.M.; Oswick, C.; Ford, J.
  • Corporate Social Responsibility Report
    Carrefour
  • Not just a numbers thing: tactics for improving reliability and validity in qualitative research
    Cooper, C.
  • Roman familial et trajectoire sociale
    de Gaulejac, V.
  • An Introduction to Qualitative Research
    Flick, U.
  • Les mots et les choses, une archéologie des sciences humaines
    Foucault, M.
  • Archéologie du Savoir
    Foucault, M.
  • Corporate Social Responsibility Report
    France Telecom
  • Le rapport sociétal et environnemental de Total à l'épreuve de l'analyse de discours
    Garric, N.; Léglise, I.; Point, S.
  • Mixing qualitative and quantitative methods: triangulation in action
    Jick, T.
  • Science and Sanity: An Introduction to Non‐Aristotelian Systems and General Semantics
    Korzybski, A.
  • Language in the Inner City
    Labov, W.
  • Narrative analysis
    Labov, W.; Waletzky, J.
  • Problems of reliability and validity in ethnographic research
    Lecompte, M.; Goetz, J.
  • The seventh moment: out of the past
    Lincoln, N.; Denzin, Y.
  • After Virtue
    MacIntyre, A.
  • Quelles unités pour l'analyse du discours?
    Maingueneau, D.
  • Loi n° 2001‐420 du 15 mai 2001 relative aux nouvelles régulations économiques
    New Economic Regulations
  • Quelle responsabilité sociale pour quelles entreprises?
    Ocler, R.
  • From what we say to what we tell: the rhetoric of social responsibility in France
    Ocler, R.
  • Making sense of social responsibility: the French discourse
    Ocler, R.
  • The role of storytelling in affecting organizational reality in the strategic management process
    O'Neill, J.
  • Néologisme et diffusion didactique: les carnets du Cediscoe
    Petiot, G.
  • Les mots
    Prost, A.
  • The Story We Are: An Essay on Self Creation
    Randall, W.
  • Corporate Social Responsibility Report
    Renault
  • Time and Narrative
    Ricoeur, P.
  • Restorying for personal and organizational change
    Rosile, G.A.; Dennehy, R.
  • Numbers and words: combining quantitative and qualitative methods in single, large scale evaluations
    Rossman, G.; Wilson, B.
  • Comprendre la fabrique de la stratégie à partir des récits de pratiques
    Rouleau, L.
  • Narrative Psychology: The Storied Nature of Human Conduct
    Sarbin, T.
  • Ingénierie Stratégique du Roseau
    Savall, H.; Zardet, V.
  • Corporate Social Responsibility Report
    SNCF
  • Creating the frame and the narrative
    Spiggle, S.
  • Interpreting consumers: a hermeneutical research framework for deriving marketing insights from the texts of consumers' consumption stories
    Thomson, C.
  • Méthodes qualitatives et recherche en gestion
    Wacheux, F.