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Drive to Survive - A Critical Discourse Analysis of Sustainability Reports in the German Automotive Industry from 2012 to 2022 Centering on the Industry's Pursuit of Legitimacy

Matterne, Katharina Francesca Yvonne LU and Muckenfuss, Lisa LU (2023) BUSN79 20231
Department of Business Administration
Abstract
The purpose of this study is to enhance the understanding of the use of discourses and their rhetorical design in corporate sustainability reports for securing and sustaining legitimacy over time within an industry that has an inherently adverse impact on the environment and has been subject to a variety of contextual changes within recent years. The purpose is fulfilled by conducting a three-level Critical Discourse Analysis adapted from Fairclough (1992) with an emphasis on the rhetorical devices employed in the text level of analysis. This study draws upon legitimacy theory to analyze the dynamic interplay between organizational practices and societal expectations in light of contextual changes. Due to its environmental and societal... (More)
The purpose of this study is to enhance the understanding of the use of discourses and their rhetorical design in corporate sustainability reports for securing and sustaining legitimacy over time within an industry that has an inherently adverse impact on the environment and has been subject to a variety of contextual changes within recent years. The purpose is fulfilled by conducting a three-level Critical Discourse Analysis adapted from Fairclough (1992) with an emphasis on the rhetorical devices employed in the text level of analysis. This study draws upon legitimacy theory to analyze the dynamic interplay between organizational practices and societal expectations in light of contextual changes. Due to its environmental and societal significance, the automotive industry presents a viable domain to fulfill the study’s purpose. The analysis focused on sustainability reports issued by BMW, Mercedes- Benz, and Volkswagen between 2012 and 2022. Six discourses were identified in this study. The companies utilize a broader range of discourses in years marked by contextual changes, specifically incorporating discourses that respond to the changing expectations of their environment. The rhetorical construction of the discourses has been found to play a crucial role in leveraging the discourses’ persuasive impact and in securing and sustaining organizational legitimacy. (Less)
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author
Matterne, Katharina Francesca Yvonne LU and Muckenfuss, Lisa LU
supervisor
organization
course
BUSN79 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
Sustainability Reporting, Legitimacy, Critical Discourse Analysis, Rhetoric, Automotive Industry
language
English
id
9129601
date added to LUP
2023-09-12 16:15:18
date last changed
2023-09-12 16:15:18
@misc{9129601,
  abstract     = {{The purpose of this study is to enhance the understanding of the use of discourses and their rhetorical design in corporate sustainability reports for securing and sustaining legitimacy over time within an industry that has an inherently adverse impact on the environment and has been subject to a variety of contextual changes within recent years. The purpose is fulfilled by conducting a three-level Critical Discourse Analysis adapted from Fairclough (1992) with an emphasis on the rhetorical devices employed in the text level of analysis. This study draws upon legitimacy theory to analyze the dynamic interplay between organizational practices and societal expectations in light of contextual changes. Due to its environmental and societal significance, the automotive industry presents a viable domain to fulfill the study’s purpose. The analysis focused on sustainability reports issued by BMW, Mercedes- Benz, and Volkswagen between 2012 and 2022. Six discourses were identified in this study. The companies utilize a broader range of discourses in years marked by contextual changes, specifically incorporating discourses that respond to the changing expectations of their environment. The rhetorical construction of the discourses has been found to play a crucial role in leveraging the discourses’ persuasive impact and in securing and sustaining organizational legitimacy.}},
  author       = {{Matterne, Katharina Francesca Yvonne and Muckenfuss, Lisa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Drive to Survive - A Critical Discourse Analysis of Sustainability Reports in the German Automotive Industry from 2012 to 2022 Centering on the Industry's Pursuit of Legitimacy}},
  year         = {{2023}},
}