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Yekini, Kemi (2017) 'Insights Regarding the Applicability of Semiotics to CSR Communication Research.' In: Crowther, David and Lauesen, Linne, (eds.), Handbook of Research Methods in Corporate Social Responsibility. Cheltenham: Edward Elgar, pp. 241-264. (Research Handbook in Business and Management series)

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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.

Item Type: Book Chapters
SOAS Departments & Centres: Departments and Subunits > School of Finance & Management
ISBN: 9781784710927
Copyright Statement: © David Crowther, Linne Lauesen 2017. This is the accepted manuscript of a chapter published by Edward Elger in Handbook of Research Methods in Corporate Social Responsibility
DOI (Digital Object Identifier):
Date Deposited: 09 Jan 2020 12:00

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