La communication RSE de l’entreprise: pratiques et stratégies discursives / Corporate Social Responsibility Communication: Practices and Discursive Strategies

Abstrak / Ringkasan

In this paper, we will demonstrate how the company has diversified its areas of interest and scope of activity beyond manufacturing, paying increasing attention to the impact of its operations on society and the environment, as well as to the need to prioritize internal and external communication. The importance of communication strategies, the proliferation of media channels, and the constant renewal of topics have become imperative due to societal changes and legal obligations. Against the backdrop of demands to protect the environment and society, the concepts of social responsibility and sustainable development have increasingly concerned not only authorities but also corporate leadership and communication managers. In recent years, social communication has become increasingly important, which is why companies have strived to organize activities and events that strengthen solidarity and social bonds, develop strategies, and implement social responsibility initiatives, which they then publicize. In addition to the requirement to include social responsibility topics in management reports, many companies have incorporated information about their Corporate Social Responsibility (CSR) strategies into their official websites. These are both part of the strategy to build and present the organization’s identity and part of its marketing strategy. Using methods and concepts from the field of discourse analysis, we will examine how discourse is constructed on the official websites of medical device manufacturers, what information is selected, how it is prioritized and organized, and what proportion of the website’s content is dedicated to CSR-related information. Last but not least, we will highlight the need to enrich the curriculum of business language courses with digital materials related to social communication.

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