Insights regarding the applicability of semiotics to CSR communication research

Yekini, Kemi C.

Abstract

The chapter argues for a linguistic based theory and analytical tool – Semiotics in evaluating the quality and authenticity of Corporate Social Responsibility Reports (CSRR). Despite the proliferation of studies on CSR communication, there is lack of consensus and cardinal methodological base for evaluating the quality of CSRR. Over the decades, the findings from the enormous studies on the subject have remained conflicting, unintegrated and often pedestrian or overlapping. Drawing on Semiotics – a linguistic-based theoretical and analytical tool, this chapter explores an alternative perspective to evaluating the quality and veracity of CSR reports. The author proposed a two-phased model that employed the Greimas semiotics narrative schema and the semiotic square of veridiction in drawing meanings from CSRR. The chapter advances CSR communication research by introducing a fundamental theoretical methodology.

Citation

Yekini, K. C. (2017). Insights regarding the applicability of semiotics to CSR communication research. In D. Crowther, & L. M. Lauesen (Eds.), Handbook of Research Methods in Corporate Social Responsibility (241-264). Edward Elgar. https://doi.org/10.4337/9781784710927

• Acceptance Date: Dec 1, 2017
• Online Publication Date: May 14, 2018
• Publication Date: Dec 29, 2017
• Deposit Date: May 15, 2018
• Publicly Available Date: May 15, 2018
• Peer Reviewed: Peer Reviewed
• Pages: 241-264
• Book Title: Handbook of Research Methods in Corporate Social Responsibility
• ISBN: 9781784710910
• DOI: https://doi.org/10.4337/9781784710927
• Public URL: https://nottingham-repository.worktribe.com/output/902079
• Publisher URL: https://www.elgaronline.com/view/9781784710910.xml
• Additional Information: This is a draft chapter / article. The final version is available in handbook of Research Methods in Corporate Socvial responsibility edited by David Crowther and Linner Lauesen, published in 2017, Edward Elgar Publishing Ltd https://doi.org/10.4337/9781784710927; ; The material cannot be used for any other purpose without further permission of the publisher, and is for private use only.