Content Analysis Versus Discourse Analysis: Examination of

Corporate Social Responsibility in Companies' Homepage Texts

Contributors: Zsuzsanna Gring

Pub. Date: 2015
Access Date: December 27, 2016
Academic Level: Intermediate Undergraduate, Advanced Undergraduate, Postgraduate
Publishing Company: SAGE Publications, Ltd.
City: London
Online ISBN: 9781473962729
DOI: http://dx.doi.org/10.4135/978144627305014556732
2015 SAGE Publications, Ltd.. All Rights Reserved.
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Abstract

One of the main aims of my PhD research project is to grasp how Hungarian medium-sized and large companies
define their societal role and their social responsibilities. I did not want to use survey or interview data, but rather I
attempted to map how these themes appear in corporate discourse. Therefore, I analysed corporate homepages with
two methods, namely, content and discourse analyses. These two methods complemented each other during the
analysis and provided both quantitative and qualitative data. After a brief methodological overview, this case study
presents the main differences of the two methodological approaches through three dimensions. The first dimension
concerns the coding process, while the second and the third are related to the differences in the actual analyses of
texts and the role the context plays in these analyses.
Learning Outcomes

By the end of the case study, you should

Understand the role of textual analysis in social sciences
Have a better understanding of the methodological challenges of using the Internet as a source of textual analysis
Have a better understanding of the methodological differences of content analyses and discourse analyses
Be able to examine the pros and cons of content analyses and discourse analyses as a means to examine social
phenomena
Research Overview

As a PhD student in sociology, I attempted to combine my job experience as a corporate social responsibility (CSR)
consultant, my interest in social studies and my deep attachment to discourse analysis. Therefore, I have formulated
the main research question of my PhD thesis as follows: What and how do Hungarian medium-sized and large
companies communicate on their websites in terms of their role and responsibility in society?
One must be aware that corporate communication cannot be equated with the actual operation of these companies by
focusing on this communication, however, the researcher is able to draw conclusions about the companies'
understanding of social responsibility, their priorities and about the role CSR plays in constructing corporate identity.
Furthermore, when focusing on corporate communication, it is worth examining how companies attempt to legitimise
their social role and to which social groups they refer as the reason and purpose of their existence (e.g. workers to
whom they give job and customers whose needs they aim to satisfy).
Moreover, because companies make important value-statements implementing various social norms, values and
regulations to their functioning, they are capable of influencing social discourses. This can be witnessed in cases in
which corporate actors emphasise the importance of environmental quality or worklife balance affecting the
thematisation of these issues. Consequently, analysing what and how they talk about their social role can help us to
understand the nature of (Hungarian) companies, and hereby we might be able to mediate better between the
expectations of economic actors and demands of society.
The research project which served as a basis for this case study was financed by the OTKA Research Fund, Project
No.: K104707 Research.
The Main Methods

I utilised two methods to investigate company websites: content analysis and discourse analysis. These methods
complement each other, on the one hand, and provide both quantitative and qualitative descriptions about the subject
of the research, on the other.

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Content analysis is an appropriate method for arranging texts into a unified and generalised coding structure which, in
turn, can be easily transformed into a database. This database can provide statistically calculated and tested data in
other words, the researcher can analyse texts as quantitative data utilising statistical methods and tools (like statistical
program SPSS). By applying quantitative content analysis, one can delineate trends, present frequencies and test
differences between groups.
Discourse analysis, in contrast, is an interpretative method focusing on textual and structural features of texts and on
how actors mobilise different topics and discursive structures. By analysing these discursive elements, one can reveal
how various actors give different interpretations to a particular social phenomenon (like companies' societal role) and
how this phenomenon is used as a specific discursive strategy (e.g. to legitimise the way a given company operates).
Both methods allow not only the direct analysis and interpretation of texts but also the social phenomena covered by
them. This characteristic makes them suitable for investigating the publicly communicated image of companies,
especially the social role and responsibility they present.
Sampling

Although my research is based on web-content and discourse analyses, I did not create a random sample from
corporate homepages but utilised a stratified selection approach from the whole population of Hungarian mediumsized and large companies. The population was the officially registered companies in operation with at least 150
employees in 2011. So, I have generated a stratified sample (10% of the population) utilising four variables: ownership
(domesticprivate, domesticstate and foreign), number of employees, revenues and sector of operation. After that, I
narrowed my sample to only companies having a functioning webpage. This means that the final sample consists of
146 homepages.
One must be aware that using the texts of corporate websites (as it is the case with any other sources of data) raises
ethical issues. In this analysis, I have used only publicly and openly available texts (companies' websites) therefore, I
did not ask for permission from the companies themselves. Nevertheless, analysing these texts also means that the
researcher lifts them out of their original context in which they are embedded. Subsequently, these texts are positioned
in an altered context which allow for a comparison between them and, thereby, the interpretation of their content. This
new interpretative framework can slightly change the emphases of these texts. To deal with this ethical dilemma, I
never mentioned the names of the companies when I cited their texts, but I only indicated their sectorial belongings as
a point of reference.
Methods Overview: Content Analysis and Discourse Analysis

It is beyond the scope of this case study to present all the methodological steps taken in this research project.
Nonetheless, in the following sections, my aim is to highlight the essential methodological characteristics of my
approach in relation to the numerous schools of content and discourse analyses.
Content Analysis

Reading any of the books by the main proponents of content analysis (like Klaus Krippendorff's (2004) book Content
Analysis: An Introduction to Its Methodology, which guides the reader through the methodological steps and decisions,
or Kimberley Neuendorf's (2002) book The Content Analysis Guidebook, which operates with an integrative model of
content analysis and discusses several different approaches and fields of application) highlights the fact that content
analysis is applicable to various fields in social sciences with both quantitative and qualitative foci.
I applied quantitative web-content analysis to investigate themes, programmes and initiatives appearing on corporate

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homepages. To define content analysis, I drew on Krippendorff's definition which emphasises that content analysis is a
research technique, which is (a) working with texts, and by analysing these (b) it draws conclusions not only about the
texts themselves but also on their context (c) in a reliable and valid way. The different parts of this definition can be
explained further:
1.working with texts means the units of analysis are textual elements of differing lengths such as words, sentences
or paragraphs (or in the most recent approaches units can be even audiovisual objects, for example, videos,
pictures or icons).
2.however, the research is not only aimed at the interpretation of the specific text's inner grammatical or semantic
structure but also attempts to draw conclusions about the text's context (e.g. about its author).
3.this movement between text and context, however, requires very thorough and consistent methodological design to
guarantee the reliability and validity of the data as well as their interpretation.
When using the Internet as a text resource, one is faced with even more difficulties, that is, the problem related to the
temporal characteristics of texts and the complexity of non-linear structure via hyperlinks embedded in texts.
Identifying the temporal characteristics of texts on the Internet is often a challenge for the researcher, sometimes it is
even impossible. First, there are several texts without any reference of date and time. Second, there is a lot of
accessible previous information, which means that one has to draw a line to select those texts which are the most
relevant in terms of his or her research. These temporal characteristics of web-texts mean that a redesign of a
corporate homepage could make all structure and content totally disappear, which compel the researcher to regularly
archive analysed contents.
Another difficulty stemming from the characteristics of the content on the web is its non-linear structure. Hyperlinks,
subpages and pop-ups create a new text-structure, which is a peculiarity of the Internet. This interconnectedness of
texts significantly complicates the analysis because borders between texts are blurred, or sometimes, even the borders
of a homepage must be arbitrarily drawn by the analyst.
Therefore, the researcher must take extra care to make it very transparent which texts of a given homepage are under
investigation and which are excluded from the analysis.
Discourse Analysis

There are many different schools in the field of discourse analysis. These different approaches to the method are
discussed in a systematic manner in books like Discourse Theory and Practice by Margaret Wetherell, Stephanie
Taylor and Simeon J Yates (2001), whose work is structured by six key areas, or Methods of Text and Discourse
Analyses by Stephan Titscher, Michael Meyer, Ruth Wodak and Eva Vetter (2003 [2000]), which discusses 12 different
methodological approaches in detail. In my research project, I heavily drew on the approach of critical discourse
analysis (CDA) in general and utilised many of the features described in Ruth Wodak's discourse-historical approach
in particular.
These theoretical frameworks emphasise the importance of the texts' wider context. They stress the point that the
researcher has to go beyond linguistic considerations and include the additional textual information and even the
social context in the analysis of texts. Furthermore, they underline that the relationship between texts and their social
context is not one-sided but a complex and interconnected system. On one hand, social norms and rules frame the
structure and content of texts. On the other hand, texts could also affect the same social values, norms and
processes. This interconnectedness of texts with their contexts and their active strategic usage are the determining
features of discourses. So, we could define discourse as a given set of texts whose relations to each other and usage
are controlled by social norms and rules, yet these texts could also affect these very norms and rules themselves.

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While texts are static in themselves, discourses are active processes through which actors (consciously or
unconsciously) employ strategies to give meaning to and to affect social phenomena, values, norms and rules. In this
sense, analyses of discourses are not the examination of texts in themselves, but how these texts are utilised and what
strategies are related to them.
My discourse analytical method is partly based on three main characteristics of Ruth Wodak's discourse-historical
approach: intertextuality, triangulation and ethnographic methods. Intertextuality means that researchers have to
examine not only the texts under scrutiny, but also the interconnection of different styles, genres, themes both in the
texts and between them. Thus, the interpretation of texts always implies the analysis of their textual and social
contexts. Triangulation here refers to the combination of various methodological and data-collecting approaches used
to analyse a given discursive phenomenon. This contributes to the unravelling of the complex relationship between
discourse(s) and social structure. Using ethnographic methods helps the researcher to pay attention to the cultural and
social milieu of texts in the course of the analysis.
This brief overview discussed some of the major characteristics of content and discourse analyses. However, to
understand their strengths and weaknesses, we need to see them in action, in other words, how and for what purpose
we can use them to investigate social phenomena. Therefore, in the following section, I address these issues by
focusing on three domains of my research project.
Methods in Action at Three Domains

The preceding methodological overview might depict the main issues and difficulties of the two methods individually,
but to elucidate the real differences between them, one needs to see how they are applied in action. Therefore, in the
following part, I would like to guide the reader through three domains where the most striking differences lie. These
are as follows: research questions and coding schemes, content versus discourse of texts and the role and range of
contexts.
Research Questions and Coding Schemes

One dimension along which content and discourse analyse differ is their distinctive ways of research question
formulation and, consequently, the approach to and the structure of coding.
Content Analysis

In the case of quantitative content analysis, the researcher works with well- and pre-defined research questions, which
might be formulated even in the form of hypotheses. In line with this, the aim of the analysis is to reveal statistical
descriptions, like frequencies, and relationships like significant differences between topics and so on. Accordingly,
before the analysis, the researcher has to identify all relevant categories, topics and themes. This pre-defined focus
determines which content will be searched and registered in the texts thus, it also serves as a basis for the
elaboration of the coding scheme. Because I attempted to identify particular themes and topics in corporate
homepages, I utilised binary in other words, yes/no coding to represent whether information on a particular topic
could be accessed on a given page or not.
The steps were as follows:
In the beginning, I delineated the two main research topics:
1.identifying CSR content on corporate homepages
2.analysing significant differences of content between groups by given company features (e.g. number of
employees, revenue and sector)

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Subsequently, I elaborated the coding scheme by drawing on several prior research projects and the relevant
literature. In this fashion, I defined five main fields of investigation (CSR themes, corporate programmes and policies,
worklife balance initiatives, stakeholder-groups mentioned and some smaller issues).
Consequently, the coding scheme contained 58 binary (yes/no) questions regarding whether a particular
theme/programme/initiative appears on the homepage (code 1) or not (code 0).
By recording these codes in relation to every corporate homepage in the sample, I could set up a detailed and
extensive database. In this fashion, I was able to utilise a statistical program (SPSS) to analyse texts as quantitative
data in a reliable way.
To sum up the aforementioned arguments, quantitative content analysis means precisely defined research questions,
a coding scheme defined before data collection and the statistical analysis of the quantitative data gathered.
Discourse Analysis

Discourse analysis usually works with general research questions aiming to grasp implicit meanings and the very
nature and characteristics of the social phenomenon analysed. For example, I attempted to explore how Hungarian
companies define their societal role, what kinds of goals and functions they define for themselves and whose demands
they are trying to meet. Accordingly, I did not have well-defined and clearly specified research questions or a pre-fixed
coding scheme preceding text analysis. The codes, in a certain sense, emerged in the course of the analysis, and
with each text analysed, the list of themes was getting longer and longer.
In the case of my research project, this openness meant that when I analysed my first text, I started with a blank
page in other words, I only had an empty company-role list on which I aimed to record my findings. After the first text,
I had a relatively narrow code-list which I used to analyse the second text. If I found a company role or goal which was
not on the list yet, then I added that item to the others. So at the end of the 30th text analysed, my code-list contained
almost 40 items.
In the case of discourse analyses, coding actually represents the very process through which the coding system
emerges and is being shaped from text to text. Thus, the code-list is not a strict and closed system of items, but a
continuously widening and changing catalogue of interconnected items. However, the researcher needs some
constraints, even if these are self-imposed, otherwise the process and the number of codes will become part of a
never-ending story.
There are different possibilities to narrow down the scope of the analysis:
predetermine a number of texts (here homepages), which will be used to prepare the code-list. For example, the
code-list can be fixed after the first 50 texts, and this list will serve as a coding scheme for the rest of the analysis.
reduce the number of codes by merging those that are similar to each other or close in meaning.
exclude the least frequent company roles (e.g. I ruled out those company roles and goals which appeared in the
texts less than 10 times).
Nonetheless, whatever limit we apply, the code-list cannot be seen as final until the end of the analysis. It is always
possible that a new company role appears, which is too important (or frequent) to be ignored. This continuous
movement between texts and codes (and the utilised theoretical background) is called iteration.
Although qualitative discourse analysis is not working with prescribed coding schemes, the researcher can apply
professional software to help his or her research. I utilised NVivo to deal with large amount of texts, to arrange the

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company goals, roles and other features mentioned on homepages. NVivo and other software can help make the texts
and codes manageable, and the researcher might want to even calculate some statistics with it. However, it is worth
mentioning that the aim of qualitative discourse analysis is not to turn texts into quantitative data or to test whether
differences between groups are significant. With discourse analysis, one would like to deepen the understanding of a
given phenomenon (in this case, the societal role of companies) and grasp what kinds of discursive strategies are
utilised by actors in their talks or texts (in this case, on corporate homepages).
As these examples highlight, in the case of qualitative discourse analysis, researchers do not formulate detailed
research questions or pre-defined coding schemes. The very nature of the analysis is that it allows the main focuses
and topics to emerge in the process. In this fashion, researchers have a better chance to decipher more content from
texts than what is expected before the analysis.
Consequently, quantitative content analysis and qualitative discourse analysis deal with texts in very different ways.
Text: Content Versus Discourse

By utilising different methods, the same sentence or paragraph can take on different meanings and play different roles
in the text. The following example demonstrates this effect:
By continuously improving our quality- and environmental management system we would like to keep our
good reputation and keep our customers as well as to enter into new markets.
In the case of content analysis, the researcher checks whether there is enough information about certain topics,
programmes or initiatives on the code-list, irrespective of the texts' length or style. As for this excerpt, I might record
the code 1 (yes) to the questions Does the company have quality assurance or management system? and Does the
company have environment program or management system? Moreover, from the list of mentioned stakeholdergroups, I might record code 1 to customers and environment.
Conversely, in the case of discourse analysis, the researcher might investigate the societal role or company goal
mentioned explicitly or implicitly, the groups referred to or whose interest the company has in view. In this example,
keeping good reputation and keeping customers and entering new markets were the goals mentioned, and, in line
with these, customers and markets are the two main reference-groups. At the same time, I can identify implicit
company goals, like initiation of environmentally friendly operation and improvement and innovation, even if these are
referred to as tasks to achieve the aforementioned company goals. Nonetheless, these second-order goals imply that
environmental quality as a value might affect corporate management and operation.
The researcher, therefore, collects data (codes at content analysis and list of goals, tasks and other features of
discourse analysis) by following these coding and interpreting steps again and again, from sentence to sentence and
from text to text.
However, there are more differences between these methods in terms of how they process texts. For example, they
also differ in which parts of the homepage texts researchers tend to analyse them, as the next section of this case
study demonstrates.
Differences of the Analysed Sections of Company Homepages

The main goal of content analysis in my research project was to reveal themes, programmes and initiatives
characterising Hungarian medium-sized and large companies in connection with their social responsibility and societal
role. Therefore, as the first step, I attempted to analyse complete homepages (all the information which can be found
on them). However, due to the complexity and interconnectedness of web-texts, as mentioned above, I had to impose

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some constraints on the analysis to deal with the seemingly endless nature of corporate texts, regarding the date, the
content and the types of text.
It is important to mention that I started to analyse texts with content analysis. When, subsequently, I started the
qualitative discourse analysis phase of my research project, I attempted to use the same corpus (same texts) for this
part of the research with the aim of conducting a meticulous, in-depth analysis. However, the amount of data gathered
and, consequently, the items on my list soon became unmanageable. After the first 13 companies analysed, I had to
realise with considerable frustration that my list consisted of almost 600 codes regarding goals, roles, styles,
homepage levels and so on.
I had to admit to myself that with this type of complex, iterative, qualitative discourse analysis, I could not examine the
same amount of text as I could with quantitative content analysis. Therefore, I narrowed the scope of texts to be
analysed. So, I only included the about us and the vision, mission, values sections of pages and I only considered
page texts (i.e. downloadable contents were excluded). These were identifiable on almost every homepage, and their
style and genre were almost the same or very similar in each of the cases. As a possibility for future research, it would
be interesting to analyse different subpages which have a thematic focus such as quality and/or environment
management subpages or website sections titled carriers. For the time being, I ruled them out because only a few
companies have such sections. In a similar fashion, I also excluded CSR subpages despite their thematic focus for
two reasons. First, only one-fourth of the companies own a CSR page. Second, these texts strongly resemble their
CSR report which is a totally different genre, especially in the case of reports based on international standards.
Nonetheless, it also would be interesting and relevant to analyse these subpages and compare the results with the
analysis concerning the about us sections.
In the following section, I present the third essential difference between the two methods, that is, the role of context
and the range of mobilised knowledge beyond the texts analysed.
The Role of Context and Range of Mobilised Knowledge

In social sciences, one of the aims of utilising textual analysis concerning the content or the discursive features of texts
is to draw conclusions about the authors or social context. In the case of this research, this means that by analysing
corporate homepage communication, I attempted to grasp the actual characteristics and features of companies in
terms of their social responsibility and societal role. However, the two methods are different in their approach to the
range of contextual information involved in the analysis and in its interpretation. In the following sections, I reflect on
these differences.
Content Analysis

By applying numerical codes for quantitative content analysis, I attempted to compute frequencies and to find the
tendencies characterising the authors of the texts analysed, namely, the Hungarian medium-sized and large
companies. After I had examined which CSR topics occur on their homepages, I statistically tested differences
between groups created according to external (meaning contextual variables irrespective of the text) dimensions. As
can be seen, the information involved in the context here is not textual (like other relevant CSR texts or company
documents) rather, it is linked to other company-related characteristics regarding the real world, such as the
companies' sector of operation or revenues. Therefore, the only role the context plays in this case is introducing nontextual grouping variables in order to facilitate conducting statistical tests. I tested, for example, whether the difference
between medium-sized and large or between foreign- and domestic-owned companies are significant (see Tables 1
and 2).

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Table 1. Occurrence of employment-topic by ownership (%).

Table 2. Occurrence of part-time job by number of employees (%).

Discourse Analysis

As far as qualitative discourse analysis is concerned, especially in my case, the contextual information involved in the
analysis is much more complex consequently, the role the context plays is more important.
Company characteristics can also be taken into account in discourse analysis to highlight the differences of discursive
strategies between different types of companies. However, the range of mobilised knowledge is much broader in this
type of analysis, and it might contain both textual and non-textual information. For example, to interpret Hungarian
companies' discourse concerning their societal role and corporate goals, I considered several pieces of contextual
information such as the following:
data on the actual CSR activity of Hungarian companies (such as survey data on Hungarian companies' CSR
initiatives)
information about Hungarian economy (tendencies, sectorial distribution, etc.)
literature on Hungary being a transfer-country, which refers, on one hand, to the country's geographical location
between Europe and Asia, and to the in-between state in the process of transformation from socialism to
democracy and capitalism, on the other. These interrelated characteristics have significant economic implications
thus, they have to be taken into account if one wants to understand corporate identities and social roles in
Hungary
the legal context of CSR (e.g. international and national laws, regulations or initiatives, to which the texts under
scrutiny might refer)
the dominant theoretical schools of CSR, as a point of reference (e.g. implicit references to two of the main
approaches to CSR are often easy to identify in homepages: (a) one which states that the only societal role of
companies is profit maximisation (Friedman) and (b) one which stresses that companies' social responsibility
means that they have to contribute to economic, environmental and social sustainability at the same time (the so
called triple-bottom lines concept))

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These examples show that in the case of qualitative discourse analysis, the range of knowledge mobilised in the
interpretation is much wider than in content analysis.
For instance, utterances such as our goal is to implement foreign experience here in Hungary or this is a 100%
domestically owned and governed company could be analysed in themselves without taking into account the external
contexts of the text. It is obvious that they refer to the topics of knowledge-transfer and the importance of domestic
ownership. But if we also consider the literature on Hungary implying that it is a transfer-country, the meaning of
these sentences gains depth and complexity. It becomes obvious that they contain reference to issues such as the
importance or even the superiority of foreign (especially West European) knowledge and technology in the Hungarian
economy, or, just the opposite, special emphasis is put on exclusive domestic ownership as compared to business
rivals or to actors in other sectors. (I excluded the interrelationship of political and corporate discourse from my
analysis.)
Conclusion

To understand what companies define as their societal role and what they thematise as part of their CSR, I examined
the texts on their homepages. I utilised two methodological approaches, which complement each other, to investigate
these questions. These two methods were content and discourse analyses. The aim of my content analysis was to
quantitatively map the different themes based on a pre-fixed coding scheme, while the discourse analysis phase
represented a more qualitative and interpretative process.
Apart from the difference in the coding process, the two methods also differ in the manner they deal with the texts
under scrutiny. Furthermore, during the analyses both methods mobilise external information about the context and
the social environment in order to fully understand the meanings conveyed by textual items. However, they do this
mobilisation in a different manner. In this case study, by focusing on these methodological differences, I aimed to
point to the complementary nature of these methods and to demonstrate how they can be utilised for textual analysis
in social science research.
To sum up, in a study utilising texts from the web, a researcher might use content analysis if he or she aims to analyse
a large number of cases and to get quantifiable data from textual units. While this method can provide a general
picture of certain phenomena, however, it does not provide insight into deeper levels of texts. Furthermore, content
analysis does not focus on the texts' interconnectedness with broader textual and social context which are important
aspects of meaning-making and legitimisation processes. To grasp this role of texts in a discursive process, qualitative
discourse analysis might be a more relevant approach.
Exercises and Discussion Questions

1.Think through (and gather) the pros and cons of the two methodologies in relation to the following issues:
a.the coding process
b.the difficulty and complexity of the analysis
c. the interpretative flexibility of results
2.Consider what can guarantee the methodological reliability (in other words, if someone conducts the same
research again would have the same results) in each of these methods.
3.Analyse the following example in the social, economic and political context of your country.
Example:
Our business is 100% domestically owned and provides employment and livelihood for 430 people. []

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Our standards set by high quality criteria can be met with state of the art machines which are the
outcome of a modernization process conducted in recent years. Apart from efficient operation, it is equally
important to provide high quality products and meet the demands of our customers day by day. Thereby,
we combined efficiency, due to European production equipment and production lines, and high quality
pastry production based on traditional recipes and technologies. (a Hungarian Mill)
Questions:
1.What kinds of areas of your knowledge have you mobilised to interpret the excerpt (e.g. political system,
economic processes, mass media, advertisements, knowledge from your studies and recent news)?
2.What does the company emphasise in this text about itself and its societal role?
3.What is important for the company in terms of its operation (whose demands it wants to meet)?
4.What importance do these issues have in your country and in your economy?
5.If it is possible, compare your answers with those of students' from different countries.
Further Reading

Barros, M. (2014). Tools of legitimacy: The case of the Petrobras corporate blog. Organization Studies, 35, 12111230.
doi: http://dx.doi.org/10.1177/0170840614530914http://dx.doi.org/10.1177/0170840614530914
Branco, M. C., & Rodrigues, L. L. (2006). Communication of corporate social responsibility by Portuguese banks: A
legitimacy theory perspective.

C o r p o r a t e C o m m u n i c a t i o n s : A n I n t e r n a t i o n a l J o u r n a l,

11,

232

248.http://dx.doi.org/10.1108/13563280610680821
Maignan, I., & Ralston, D. A. (2002). Corporate social responsibility in Europe and the U.S.: Insights from businesses'
self-presentations.

J o u r n a l o f I n t e r n a t i o n a l B u s i n e s s,

33,

497514. R e t r i e v e d f r o m

http://ufirc.ou.edu/publications/corporate%20social%20responsibility.pdfhttp://dx.doi.org/10.1057/palgrave.jibs.8491028
Moreno, , & Capriotti, P. (2009). Communication CSR, citizenship and sustainability on the web. Journal of
Communication Management, 13, 157175.http://dx.doi.org/10.1108/13632540910951768
Plli, P., Sorsa, V., & Vaara, E. (2010). On the force potential of strategy texts: A critical discourse analysis of a
s t r a t e g i c p l a n a n d i t s p o w e r e f f e c t s i n a c i t y o r g a n i z a t i o n.

Organization,

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685702. d o i :

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