This article explores genres as recurrent acts of positioning that contribute to associating particular positions with the genre users as social actors. As an illustration, the study investigates the positioning of Chinese university presidents in their published opening convocation speeches. By combining rhetorical move analysis with the positioning triangle framework, this study demystifies three positions conventionally used by university presidents in the genre: guiding educator, morale builder, and university representative. These positions, legitimized by the role of the university president, establish specific types of social relations between the president and the students, which function as channels for the transmission of values, particularly collective values, to address relevant social expectations in Chinese society. This study suggests that the genre-based positioning analysis can offer valuable genre knowledge to novice practitioners, enabling them to familiarize themselves with adequate positionings that adhere to the code of conduct within a discourse community, thereby facilitating effective genre realization.

<bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Background:</b> Sustainability is becoming an increasingly important issue in higher education (HE). Leadership statements in university sustainability reports (LSUSR) represent a unique genre for university leaders to communicate sustainability. This study aims to demystify the genre so that future leadership statements might be crafted with a greater degree of reflexivity. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Literature review</b> : Sustainability discourse in HE has been regarded as a legitimacy tool and an opportunity for image improvement for universities. Some studies have examined university sustainability reports, whereas there is a lack of studies focusing on the section of leadership statements. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research question</b> : Are there any cross-cultural similarities or differences in terms of rhetorical moves and communicative purposes between the Italian LSUSR genre and the American LSUSR genre? <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research methodology:</b> Using cross-cultural genre analysis, this study investigates the rhetorical moves of leadership statements produced by Italian and American universities. A move scheme is established and is used to annotate the sample texts. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Results and conclusion:</b> The findings show that although the Italian and American LSUSR genres share the communicative purpose of establishing a sustainable image, the degree of discourse force exerting on this communicative purpose varies. The image-building discourse force appears to be more noticeable in the American leadership statements, which tend to use a wider range and a larger quantity of image-improving moves. The Italian subcorpus, on the other hand, seems to pay more attention to the genre function of report-introducing, which is not explicitly linked to image improvement. This article suggests that practitioners could consider the potentials of the LSUSR genre in developing an institutional culture of sustainability.

Background: Environmental reporting is an indispensable part of the corporate social responsibility (CSR) report, which has become a main genre of nonfinancial disclosure for corporations. The present study explores how companies use metaphors to construct their role in the relationship with the environment. Literature review: Previous studies tend to focus on environmental metaphors in genres such as newspapers, blogs, and scientific discourse, but rarely attend to the genre of corporate environmental reporting. Research questions: 1. What metaphors are used by banking and energy companies to represent their role in the relationship with the environment? Are there similarities or differences across cultures? 2. What are their representations in terms of the corporate role, and what impacts do they have on the environment from an ecolinguistic perspective? 3. Why are these metaphors used for environmental communication? Research methodology: The study investigates a corpus of 180 CSR reports published by Chinese, US, and Italian companies with the framework of critical metaphor analysis combined with genre analysis, so as to approach metaphor use from a cross-cultural perspective. Results and conclusions: The study highlights both universal metaphors (manager, protector, and traveler) and culture-specific metaphors (the bee metaphor in Chinese, the steward metaphor in English, and the fighter metaphor in Italian) across three languages, which are used to represent the company's good intentions, caring attitude, and responsible behavior, contributing to building an environmentally responsible corporate image. Some of the metaphors seem useful in inspiring eco-constructive behavior, while others may bear eco-destructive connotations.

Corporate social responsibility (CSR) reports are becoming a widespread corporate discourse practice and are often considered corporate image-building documents. The present study examines forward-looking statements in CSR reports from a genre-based perspective, aiming to better understand the textual practices of reporting genres in a globalized context and to raise awareness about ways they are used to shape perception of corporate activity. Using a corpus of 90 CSR reports in Chinese, English, and Italian and a subcorpus annotated with the “previewing future performance” move, the study combines a focus on genre-related contextual features and rhetorical patterns of CSR reports with a corpus-based study of future markers. The analysis reveals some cross-cultural variation in the distribution of the move, while its commissive function marks a common trend. Words indicating change ( miglior*/提升/improv*) are found to be frequently used for future reference in all three languages, suggesting that future discourse, though regarded as an optional element of the genre, is widely exploited by companies in actual practice to promote a committed corporate image in CSR. Based on this analysis, the study puts forward the notion of “writing conformity,” a general feature of many reporting genres, which may turn out to pose new and important challenges for professional writers.

Background: This study examines the generic structure of corporate social responsibility (CSR) reports, which are becoming standard practice for corporate communication of social and environmental performance beyond financial disclosure. Literature review: Genre theories provide a framework for exploring genres contextualized in different cultures. Based on the English for Specific Purposes approach of genre analysis, this study compares the move structure of CSR reports in Italian, Chinese, and English from a corpus-based perspective. Research questions: 1. What are the main moves used in CSR reports? 2. Are there any cross-cultural similarities or variations in terms of generic features? Methodology: Combining genre theories with concepts from Systemic Functional Linguistics, we designed an observational framework for move identification. Based on a 15-move scheme, we annotated 18 CSR reports for comparative analysis. Results and conclusions: The CSR report is characterized by rhetorical recursivity and hybridity of speech acts: beyond “reporting” and “presenting,” it is also “demonstrating,” “evaluating,” and “committing.”As a globally established genre, it presents noticeable generic similarity in different languages, suggesting that the communicative purposes of CSR reports are recognized by different cultures. The top six moves in the Performance-reporting section of the CSR reports present identical trends in terms of extensiveness ranking in all three languages. Cross-cultural variations mainly involve the use of optional moves, such as the dominant use of the move “Presenting individual cases” in the Chinese sample. The observational framework for move identification may also be transferable to other genres. The limitations of this study include the sample size and the absence of an author survey. Future research could investigate the CSR report from a diachronic perspective, to explore how its genre structure has developed over time.