Rhetoric and Argument in Social and Environmental Reporting: the Dirty Laundry case

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Title: Rhetoric and Argument in Social and Environmental Reporting: the Dirty Laundry case
Authors: Brennan, Niamh
Merkl-Davies, Doris M.
Permanent link: http://hdl.handle.net/10197/5779
Date: 2014
Abstract: Purpose: The purpose of this paper is to explore the interactive element in social and environmental reporting during a controversy between business organisations and a stakeholder over environmental performance. Design/methodology/approach: The paper adopts Aristotle's triangular framework of the rhetorical situation to examine how the writer, the audience, and the purpose of communication interact in the choice of rhetorical strategies used to persuade others of the validity and legitimacy of a claim during a public controversy. The analysis focuses on the strategies (i.e. moves and their rhetorical realisations) in the form of logos (appealing to logic), ethos (appealing to authority), and pathos (appealing to emotion), with a particular emphasis on metaphor, used to achieve social and political goals. The authors base the analysis on a case study involving a conflict between Greenpeace and six organisations in the sportswear/fashion industry over wastewater discharge of hazardous chemicals. The conflict played out in a series of 20 press releases issued by the parties over a two-month period. Findings: All six firms interacting with Greenpeace in the form of press releases eventually conceded to Greenpeace's demand to eliminate hazardous chemicals from their supply chains. The paper attributes this to Greenpeace's ability to harness support from other key stakeholders and to use rhetoric effectively. Results show the extensive use of rhetoric by all parties. Originality/value: The authors regard legitimacy construction as reliant on communication and as being achieved by organisations participating in a dialogue with stakeholders. For this purpose, the paper develops an analytical framework which situates environmental reporting in a specific rhetorical situation and links rhetoric, argument, and metaphor.                      
Type of material: Journal Article
Publisher: Emerald
Journal: Accounting, Auditing and Accountability Journal
Volume: 27
Issue: 4
Start page: 602
End page: 633
Copyright (published version): 2014 Emerald
Keywords: RhetoricArgumentEnvironmental reportingStakeholderGreenpeaceText analysisDiscourse analysis
DOI: 10.1108/AAAJ-04-2013-1333
Language: en
Status of Item: Peer reviewed
metadata.dc.date.available: 2014-08-06T10:33:58Z
Appears in Collections:Business Research Collection
UCD RePEc Archive Collection

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