Features of CSR Discourse: a Linguistic Analysis of English-Language Textual Data

   The article presents the findings of the study of the genre and rhetorical structure of corporate social responsibility (CSR) discourse, based on the Barclays Sustainability and Corporate Responsibility Report 2024. The research is conducted using a combination of move analysis method based on the Swales-Bhatia model and the Yu & Bondi typology with K. Hyland’s model of metadiscourse.

   The aim of the study is to identify the universal and culture-specific strategies employed by the corporation to legitimize its activities and construct its identity.

   As a result of the analysis, a typical rhetorical sequence of Barclays’ CSR discourse was reconstructed, including five key moves: presenting corporate identity and values, presenting achievements, appealing to international norms and standards, mentioning stakeholders and partnerships, and declaring future strategies and commitments. Quantitative analysis revealed the dominance of moves related to presenting results (30 %) and declaring future strategies (30 %). A comparison with the cross-cultural study by Yu I. Bondi revealed both common genre conventions (an emphasis on performance and standards) and the specificity of Barclays’ English-language discourse, characterized by a rationalized style, a focus on quantitative indicators, and a minimization of narrative and missionary strategies compared to Chinese and Italian traditions. Metadiscourse analysis confirmed that Barclays employs a complex of interactive (transitions, frame markers, evidentials) and interactional (hedges, boosters, attitude markers) resources to structure the text, express the author’s stance, and engage the reader. It is concluded that the CSR report serves a triple function: reporting, legitimation, and strategic representation, shaping the corporation’s image as a responsible participant in the global sustainable development agenda. This work contributes to the study of the generic functioning of CSR discourse and the corporate rhetoric of sustainable development. The obtained data allow the CSR report genre to be interpreted as a hybrid formation combining features of reporting and public rhetoric. The identified strategies can be used in practice for the critical analysis of corporate messages, for preparing more effective reports, and as a model for comparative studies aimed at identifying cultural and institutional variability in the global discourse of sustainable development.

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