Language Use and Identity in Corporate Social Responsibility Communications

Thesis Abstract

In an era where corporate social responsibility (CSR) communication significantly influences corporate reputation and stakeholder engagement, understanding how language constructs corporate identities and fosters community trust remains underexplored, particularly within the context of multilingual and multicultural communities. This study investigates the role of language use in shaping corporate identity through CSR communications by examining the linguistic strategies employed by multinational corporations and local firms in their public communications, focusing on how these strategies reflect or construct organizational identities and influence stakeholder perceptions. The primary aim is to analyze the relationship between linguistic choices in CSR messaging and the construction of corporate identity, with specific objectives including identifying prevalent linguistic patterns, assessing stakeholder perceptions of authenticity and trustworthiness linked to language use, and exploring the influence of language choices on community engagement outcomes. This research adopts a mixed-methods design, integrating qualitative discourse analysis with quantitative surveys to provide a comprehensive understanding of the phenomenon. The qualitative component involves a detailed thematic analysis of CSR communication texts collected from 15 organizations across several industry sectors, including energy, manufacturing, and technology, selected through purposive sampling to ensure diversity in organizational size, cultural context, and communication channels. Texts include annual CSR reports, social media posts, and press releases, totaling approximately 150 documents. The discourse analysis applies Fairclough’s Critical Discourse Analysis (CDA) framework to identify linguistic features, rhetorical strategies, and discursive patterns that construct organizational identities. Complementarily, a survey instrument measuring stakeholder perceptions of authenticity, trustworthiness, and community connection is administered to 600 respondents from the communities in which these organizations operate, employing stratified random sampling to ensure demographic representativeness. Data from the stakeholder survey will be analyzed using regression analysis and ANOVA to determine the extent to which specific linguistic variables predict perceptions of corporate authenticity and trust. The discourse analysis aims to uncover thematic patterns and linguistic strategies, which are subsequently integrated with quantitative findings for a triangulated interpretation. Anticipated key findings include that organizations employing inclusive, culturally resonant language foster stronger stakeholder trust and community engagement, while linguistic features such as code-switching, metaphoric language, and tone of tone politeness contribute to constructing a positive corporate image aligned with organizational values. Furthermore, the study expects to reveal significant correlations between certain linguistic strategies and stakeholder perceptions, thereby emphasizing the strategic importance of language choices in CSR communication. Theoretically, the study extends the framing of identity construction theories with König et al.’s (2019) Theory of Corporate Narrative and Fairclough’s CDA framework, demonstrating how language acts as a tool for shaping organizational identity within CSR contexts. Its contribution to existing knowledge lies in providing empirical evidence of the nexus between language and identity in corporate CSR, especially within multilingual environments, and clarifying how linguistic choices influence stakeholder perceptions and community relations. This research offers practical implications for corporate communication professionals by highlighting effective linguistic strategies for authentic and culturally sensitive CSR messaging. The study concludes that nuanced language use is crucial for constructing credible, authentic corporate identities within CSR communications, ultimately fostering stakeholder trust and positive community relations. Recommendations include adopting inclusive linguistic practices that reflect local cultural nuances, enhancing staff training on culturally aware communication, and integrating linguistic strategies into CSR planning processes. Future research should explore longitudinal effects of language shifts in CSR messaging and extend the analysis to digital platforms and globalized contexts. This study not only bridges linguistic analysis with corporate reputation management but also underscores the strategic importance of language in cultivating organizational legitimacy in diverse cultural settings.