Discursive strategies in corporate image building of Monsanto
Since the public’s awareness and interest in the usage of biotechnology in agriculture has increased drastically, this study seeks to discover the macro and micro discursive strategies in corporate image building by Monsanto, which is not only the leader but also happens to be the most criticized company of the agribusiness market (Mitchell, 2014). By means of triangulating the Socio-Cognitive Approach (van Dijk, 1995), Legitimation Theory (van Leeuwen, 2007) and Corpus Linguistic techniques, discourse topics, group schemata and legitimation strategies were investigated to understand how Monsanto presents its self-image through the sustainability reports of 2014 and 2015. It is seen that Monsanto’s self-presentation is heavily built upon scientific expertise, authority figures, dynamism and altruism with the claim of providing safe and affordable food for everyone. One of the most striking findings is the agribusiness giant’s frequent use of the negative mental imagery associated with climate change and population growth to justify the need for its genetically engineered products for a sustainable world.
Keywords: sustainability reports, corporate image, Socio-Cognitive Approach, Legitimation Theory, corpus linguistics
- Literature Review
- Theoretical Framework
- Socio-Cognitive Approach
- Legitimation theory
- Analytical framework
- Theoretical Framework
- Analysis of macrostructures
- Analysis of microstructures
- Membership criteria
- Typical activities
- Overall aims
- Norms and values
- Legitimation Strategies
Published online: 07 May 2018
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