Zur Rhetorik im Kontext von Corporate Social Responsibility (CSR)

This chapter provides insight into the use of rhetoric in communication about Corporate Social Responsibility (CSR) focusing on the following three topics: assumption of responsibility, motives for doing good, and involvement of stakeholders. Based on an understanding of CSR going beyond respecting legal regulation, the chapter investigates how different companies deal with dilemmas and set priorities in order to portray themselves as responsible and trustworthy co-citizens. In conclusion, we state that the representation of responsibility varies depending on whether CSR is an integrated part of the core activity of the company or an add-on to compensate for the activities of the company. Moreover, the motives behind doing CSR and the company values determine the rhetorical positioning of the company as either proactive or reactive. Following the approach that the company and its stakeholders co-construct CSR communicatively, we conclude that it is essential for the company to involve stakeholders and their interests in order to deal with CSR-communication in a trustworthy way.