CSR Communication Research: A Theoretical Cum-Methodological Perspective from Semiotics

46 Pages Posted: 25 Jan 2020

See all articles by Kemi C. Yekini

Kemi C. Yekini

De Montfort University, Leicester Business School

Kamil Omoteso

Coventry University, Business School - Faculty of Business and Law

Emmanuel Adegbite

University of Nottingham

Date Written: January 2, 2020

Abstract

Despite the proliferation of studies on corporate social responsibility (CSR) communication, there is lack of consensus and a cardinal methodological base for research on the quality of CSR communication. Over the decades, studies on the subject have remained conflicting, unintegrated and sometimes overlapping. Drawing on semiotics – a linguistic-based theoretical and analytical tool, our paper explores an alternative perspective to evaluating the quality and reliability of Sustainability reports. Our two-phased analysis employed the Greimas Canonical Narrative Schema and the Semiotic Square of Veridiction to draw meanings from the Sustainability/CSR Reports of selected UK FTSE100 companies. Our paper advances CSR communication research by introducing a theoretical methodology which provides unique insights into how to evaluate the quality of CSR communication. In addition, we present a distinctive CSRR Quality model capable of guiding policy makers and firms in designing Sustainability/CSR reporting standards.

Keywords: CSR Communication, CSR Reports, Greimas, Narrative, Semiotics, Sustainability Reports

Suggested Citation

Yekini, Kemi C. and Omoteso, Kamil and Adegbite, Emmanuel, CSR Communication Research: A Theoretical Cum-Methodological Perspective from Semiotics (January 2, 2020). Available at SSRN: https://ssrn.com/abstract=3512728 or http://dx.doi.org/10.2139/ssrn.3512728

Kemi C. Yekini

De Montfort University, Leicester Business School ( email )

The Gateway
Leicester, LE1 9BH
United Kingdom

Kamil Omoteso

Coventry University, Business School - Faculty of Business and Law ( email )

Priory Street
Coventry, CV1 5FB
United Kingdom

Emmanuel Adegbite (Contact Author)

University of Nottingham ( email )

University Park
Nottingham, NG8 1BB
United Kingdom

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