Exploring CSR communication: Linking institutional pressures, legitimacy, and rhetoric

Devin, Bree & Bartlett, Jennifer (2011) Exploring CSR communication: Linking institutional pressures, legitimacy, and rhetoric. In EGOS, 2011, Gothenberg, Sweden. (Unpublished)

Abstract

By presenting an overview of institutional theory, specifically the concepts of organizational fields, institutional pressures, and legitimacy, in addition to classical rhetoric, we have sought to highlight that there are links within the literature between the concepts of institutional theory and legitimacy, and also legitimacy and classical rhetoric. To date however, the three concepts – institutional pressures, legitimacy, and rhetoric – have not been explicitly linked. Through building on the current literature, and using the notion of legitimacy as the axis to connect institutional pressures with rhetoric, we argue that certain rhetorical devices may in fact be used to build and construct legitimacy in relation to the different institutional pressures an organization may face within a field. We believe that this preliminary framework may be useful to the field of CSR communication, whereby it may assist in constructing legitimate CSR communication in response to the various pressures an organization may face in relation to CSR.

Impact and interest:

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ID Code: 64859
Item Type: Conference Paper
Refereed: No
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: The authors
Deposited On: 27 Nov 2013 13:00
Last Modified: 27 Nov 2013 14:36

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