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首页> 外文期刊>Journal of Business Ethics >Dialogism in Corporate Social Responsibility Communications: Conceptualising Verbal Interaction Between Organisations and Their Audiences
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Dialogism in Corporate Social Responsibility Communications: Conceptualising Verbal Interaction Between Organisations and Their Audiences

机译：企业社会责任沟通中的对话：组织与受众之间言语互动的概念化

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We conceptualise CSR communication as a process of reciprocal influence between organisations and their audiences. We use an illustrative case study in the form of a conflict between firms and a powerful stakeholder which is played out in a series of 20 press releases over a 2-month period to develop a framework of analysis based on insights from linguistics. It focuses on three aspects of dialogism, namely (ⅰ) turn-taking (co-operating in a conversation by responding to the other party), (ⅱ) inter-party moves (the nature and type of interaction characterising a turn, i.e. denial, apology or excuse) and (ⅲ) intertextuality (the intensity and quality of verbal interaction between the parties). We address the question: What is the nature and type of verbal interactions between the parties? First we examine (a) whether the parties verbally interact and then (b) whether the parties listen to each other. We find evidence of dialogism suggesting that CSR communication is an interactive process which has to be understood as a function of the power relations between a firm and a specific stakeholder. Also, we find evidence of intertextuality in press releases by six firms which engage in verbal interaction with the stakeholder. We interpret this as linguistic evidence of isomorphic processes relating to CSR practices resulting from the pressure exerted by a powerful stakeholder. The lack of response by ten firms that fail to issue press releases suggests a strategy of 'watch-and-wait' with respect to the outcome of the conflict.
机译：我们将CSR交流概念化为组织与受众之间相互影响的过程。我们以企业与强大的利益相关者之间的冲突为例，使用了一个说明性的案例研究，在两个月的时间里共发布了20篇新闻稿，以基于语言学的见解建立分析框架。它着眼于对话的三个方面，即（ⅰ）轮流（通过回应另一方在对话中进行合作），（ⅱ）党际移动（表征转弯的互动的性质和类型，即拒绝） ，道歉或辩解）和（ⅲ）互文性（双方之间言语互动的强度和质量）。我们解决的问题是：双方之间的语言互动的性质和类型是什么？首先，我们检查（a）双方是否在口头上进行互动，然后（b）双方是否在相互倾听。我们发现对话的证据表明，企业社会责任沟通是一个互动过程，必须将其理解为公司与特定利益相关者之间权力关系的函数。此外，我们发现有六家与利益相关者进行口头交流的公司在新闻稿中存在互文性的证据。我们将其解释为由强大的利益相关者施加的压力导致的与CSR实践相关的同构过程的语言学证据。十家未能发布新闻稿的公司缺乏回应，这表明对冲突的结果采取了“观望”策略。

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