Mixing_and_Bending_The_recontextualisat (1).pdf (958.93 kB)
Mixing_and_Bending_The_recontextualisat (1).pdf
Since their emergence, discourses of sustainability have been widely
resemioticised in different genres and have intertextually merged with other
discourses and practices. This paper examines the emergence of Integrated
Report (IR) as a new hybrid genre in which, along with financial information,
organisations may choose to report the social and environmental impacts of
their activities in one single document. Specifically, this paper analyses a
selected sample of IRs produced by early adopters to explore how discourses of
sustainability have been recontextualised into financial and economic macro
discourses and how different intertextual/interdiscursive relations have played
out in linguistic constructions of ‘sustainability’. We contend that, by and large,
the term sustainability has been appropriated, mixed with other discourses and
semantically ‘bent’ to construct the organization itself as being financially
sustainable i.e. viable and profitable and for the primary benefit of shareholders.
From this stance, we argue that, through the hybridity of IR, most companies
have primarily colonized discourses of sustainability for the rhetorical purpose
of self- legitimation.
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Recontextualisation, Interdiscursivity, Genre Analysis, Sustainability, Accountability, Corporate Social Responsibility, Accounting, Integrated Reporting, Hybridity, Critical Discourse Analysis, Discourse Historical Approach, Semantic Bending, Financial Communication.recontextualisationinterdiscursivitygenre analysissustainabilityaccountabilityCorporate social responsibiltyaccountingintegrated reportingcritical discourse analysisfinancial communicationEcological EconomicsEnvironment and Resource EconomicsSociologyCommunication StudiesDiscourse and Pragmatics
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