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A Genre-Based Analysis of Forward-Looking Statements in Corporate Social Responsibility Reports.

Published on Jul 1, 2019in Written Communication1.219
· DOI :10.1177/0741088319841612
Danni Yu1
Estimated H-index: 1
(Beijing Foreign Studies University),
Marina Bondi
Abstract
Corporate social responsibility (CSR) reports are becoming a widespread corporate discourse practice and are often considered corporate image-building documents. The present study examines forward-looking statements in CSR reports from a genre-based perspective, aiming to better understand the textual practices of reporting genres in a globalized context and to raise awareness about ways they are used to shape perception of corporate activity. Using a corpus of 90 CSR reports in Chinese, English, and Italian and a subcorpus annotated with the “previewing future performance” move, the study combines a focus on genre-related contextual features and rhetorical patterns of CSR reports with a corpus-based study of future markers. The analysis reveals some cross-cultural variation in the distribution of the move, while its commissive function marks a common trend. Words indicating change (miglior*/提升/improv*) are found to be frequently used for future reference in all three languages, suggesting that future dis...
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#1Danni Yu (Beijing Foreign Studies University)H-Index: 1
#2Marina Bondi (Beijing Foreign Studies University)H-Index: 8
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#1Marina Bondi (University of Modena and Reggio Emilia)H-Index: 8
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Genre theory has generally focused on the analysis of generic constructs with some attention to the contexts in which such genres are produced, interpreted, and used, often giving the impression as if producing and interpreting genres is an end in itself, rather than a means to an end. As a consequence, there has been very little attention paid to professional practice, which is the ultimate objective of these discursive activities. It is thus necessary to develop a more comprehensive and multip...
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Most writings on corporate social responsibility (CSR) treat lack of consistency between organizational CSR talk and action as a serious problem that needs to be eliminated. In this article, we argue that differences between words and action are not necessarily a bad thing and that such discrepancies have the potential to stimulate CSR improvements. We draw on a research tradition that regards communication as performative to challenge the conventional assumption that CSR communication is essent...
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This article examines precontextualization: the rhetorical act of previewing and contextualizing a future discursive event. I examine how an NBC News broadcast selected verbal–visual representations of the past in order to enact a context for an upcoming discourse moment: Colin Powell’s 2003 United Nations (UN) address. The article draws on appraisal analysis (Martin and White, 2005), multimodal video analysis (Baldry and Thibault, 2005) and scholarship on the rhetoric of futurity (e.g. Dunmire,...
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Research problem: This study investigates the characteristics of corporate social responsibility (CSR), which are discursive attempts at creating positive impact and indicate to readers the process of business management in society. Research questions: (1) What is the intended purpose and function of the CSR reports taken from some of the most dominant corporations in the oil, banking, and aviation industries in the US and China, and how and to what extent do these reports meet the expectations ...
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