IEEE Transactions on Professional Communication Mar 2024

Metaphor, Stance, and Identity: A Corpus-Based Study of CEO Letters in Chinese and American Corporate Social Responsibility Reports

Chunyu Hu Guangdong University of Foreign Studies ; Aoran Zhang ; Yilin Xu Guangdong University of Foreign Studies

Abstract

<bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Background:</b> Corporate social responsibility (CSR) reports are strategic tools for winning stakeholder support and trust through building and maintaining favorable identities and positive images. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Literature review:</b> The metaphorical construction of corporate identity in CSR reports has received little scholarly attention. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research questions:</b> 1. What are the main genre-specific conceptual metaphors used in Chinese and American CEO letters within CSR corporate reports? 2. How do the metaphors build companies’ corporate identities? <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Data and method:</b> We collected 630 Chinese and American CEO letters in CSR reports, identified linguistic metaphors by using the Metaphor Identification Procedure Vrije Universiteit (MIPVU), inferred genre-specific conceptual metaphors, and conducted comparative analysis of metaphor-based stance and identity. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Results and conclusions:</b> Although Chinese and American companies share several genre-specific conceptual metaphors, there exists variation in the metaphor scenarios used to produce the stances and evaluations that contribute to favorable corporate identity construction. In the economic dimension, companies from both countries portray themselves as “capable builders,” “competent players,” and “hard-working gardeners,” but only Chinese companies identify themselves as “active architects and travelers following national policy.” In the environmental dimension, Chinese companies delineate themselves as “determined environmental protectors” and “faithful friends” of nature, while American companies describe themselves as “environment-conscious travelers”and “responsible stewards” of nature. Both identify themselves as “good corporate citizens” in the social dimension.

Journal
IEEE Transactions on Professional Communication
Published
2024-03-01
DOI
10.1109/tpc.2024.3358421
CompPile
Open Access
Closed
Topics
modern rhetorical theory genre theory
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