Aristotelian Rhetorical Analysis of CSR Communication of Select Indian Companies Exploring the SDG Agenda

Abstract

As corporates and their activities are constantly under critical examination for their effect on the environment and society today, corporations cannot focus only on the goal of making money for their shareholders. Incidentally, the modern business world witnesses an increased focus on sustainability. Moreover, different groups of stakeholders exert pressure on corporates to enhance organizational accountability. As a result, corporations are found claiming to try balancing societal and environmental needs against the need to earn profits and deliberate on practicing corporate social responsibility (CSR) as well as communicate about the same. Contextually, this research endeavor plans to examine the messages related to CSR activities that are shared by corporates with their stakeholders and the intrinsic rhetorical strategies (based on Aristotelian ideology) that are inherent in their CSR-Communication. Thus, the study of CSR and its communication along with rhetoric is relevant, and this study can be a significant contribution that complements the latest thought in the academic field in the areas of communication and management. This research critically examines the CSR communication of select Indian companies (n=20) for rhetorical techniques propounded by the Greek philosopher Aristotle adopting the Qualitative Design and Reflexive Thematic Analysis approach. The findings of the analysis reveal that the rhetorical aspects of the Aristotelian triangle, namely ethos, pathos, and logos as persuasive strategies, are evident in CSR communication. A few common themes such as corporate-value, accountability, authenticity, community engagement, environmental stewardship, and rational interpretations are also found which are in line with the elements of Aristotle’s rhetoric triangle.