Handbook of Research Methods in Corporate Social Responsibility
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Handbook of Research Methods in Corporate Social Responsibility

Edited by David Crowther and Linne Lauesen

Corporate social responsibility now touches upon most aspects of the interaction between business and society. The approaches taken to research in this area are as varied as the topics that are researched; yet this is the first book to address the whole range of methods available. The book identifies the methods available, evaluates their use and discusses the circumstances in which they might be appropriate. It also includes forward-thinking guidance from experienced academics on the future directions of research in the area.
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Chapter 14: Insights regarding the applicability of semiotics to CSR communication research

Kemi C. Yekini

Abstract

The chapter argues for a linguistic-based theory and analytical tool – Semiotics – in evaluating the quality and authenticity of corporate social responsibility reports (CSRR). Despite the proliferation of studies on CSR communication, there is lack of consensus and cardinal methodological base for evaluating the quality of CSRR. Over the decades, the findings from the enormous studies on the subject have remained conflicting, unintegrated and often pedestrian or overlapping. Drawing on semiotics – a linguistic-based theoretical and analytical tool, this chapter explores an alternative perspective to evaluating the quality and veracity of CSR reports. The author proposed a two-phased model that employed the Greimas semiotics narrative schema and the semiotic square of veridiction in drawing meanings from CSRR. The chapter advances CSR communication research by introducing a fundamental theoretical methodology.

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