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Russian Journal of Linguistics
Article . 2023 . Peer-reviewed
License: CC BY NC
Data sources: Crossref
image/svg+xml art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos Open Access logo, converted into svg, designed by PLoS. This version with transparent background. http://commons.wikimedia.org/wiki/File:Open_Access_logo_PLoS_white.svg art designer at PLoS, modified by Wikipedia users Nina, Beao, JakobVoss, and AnonMoos http://www.plos.org/
Russian Journal of Linguistics
Article . 2023
Data sources: DOAJ
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A corpus-based approach to corporate communication research

Authors: Elena N. Malyuga;

A corpus-based approach to corporate communication research

Abstract

Corporate Social Responsibility (CSR) has become a decisive reputation tool for companies and as such, a key concept in corporate communication as a phenomenon of intercultural and global significance. This has warranted a comprehensive examination of the language of CSR reports reflecting the principles of the corporate culture. Studies exploring the narratives of CSR reporting currently lack insights into the distribution of meaningful priorities evidenced in language use. This study sets out to explore the linguistic environment of the most frequently occurring language tokens to identify recurrent language patterns used to ensure efficient CSR reporting, and to further establish priority directions in CSR narrative composition evidenced in language use. A corpus-based approach and contextual analysis were adopted to examine CSR reports issued by Microsoft over the last seven years and recognised as an example of best practices in the corporate field. The corpus was compiled using the Prime Machine corpus concordancer tool and comprised 99,176 tokens. Following the study results, the study makes a number of inferences regarding the use of pronouns, “Microsoft + a verb denoting positive action”, “more + than,” “more + adjective”, “Corporate” as part of compound terminological units, as well as a set of key tokens encountered within a descriptive linguistic environment with positive connotation. This, in turn, proved helpful in identifying the hierarchy of priorities distribution revealed in the course of material analysis. The results contribute to a systemic appreciation of corporate language policies facilitating efficient stakeholder communication and can be used in further research investigating related matters of scientific interest.

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Keywords

corporate social responsibility, corpus, P1-1091, 410, corporate communication, корпоративная социальная ответственность, контекстуальный анализ, contextual analysis, корпус, корпоративная культура, linguistic environment, корпоративная коммуникация, Philology. Linguistics, языковое окружение, corporate culture

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    Top 10%
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Top 10%
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Top 10%
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
12
Top 10%
Top 10%
Top 10%
gold