ABSTRACT Corporate Social Responsibility denotes a movement away from shareholder theories of the corporation, and refers to a set of practices designed to have an economic, environmental, and social impact. Public companies report on their CSR practices annually in the form of multimodal reports which are made available on the companies’ websites, and are typically read by investors who seek standardisation across this genre. Thus, most companies across the globe follow the Global Reporting Initiative framework for reporting, a framework developed (...) within the Global North. The dominance of the Global North in CSR practices is also evident in the academic literature – while applied linguists have gone some way in highlighting the generic, interpersonal, and ideational features of reports, such studies have predominantly focused on multinational corporations. There is, comparatively, very little literature on the CSR practices and discourses circulating in the Global South or former colonial contexts and because of this we have limited insight into how companies operating in these contexts discursively represent themselves, their employees and their suppliers within the same context. To address this shortcoming, this study draws on analytical approaches developed within Critical Discourse Analysis coupled with postcolonial theory in order to comment on the ideational features of the four most recent CSR reports of one South African company. (shrink)

Company disclosures are often looked at as narrative rather than argumentative or directive texts. And yet “irrealis” statements – references to future or hypothetical processes – do play a role and contribute greatly to the construction of corporate identity. Combining a corpus and a discourse perspective, the paper looks at references to the future in a corpus of CSR reports. After a preliminary analysis of frequency data, a case study of markers of futurity is presented, focusing on ways of expressing (...) prediction or commitment, together with attitudinal values or evaluations of importance. Keywords and phraseology are studied to highlight how prediction and commitment statements are used to legitimize the company’s conduct. (shrink)