기업 사회적 책임 측정: 두 기업 간의 CSR 성과를 대조하는 방법으로서의 비교 장르 분석

Abstract

This exploratory study introduces genre analysis as a linguistic tool for examining CSR reports, focusing on the ESG performance of Southwest Airlines and Delta Air Lines. Utilising comparative genre analysis, it investigates move-structure analysis, thematic analysis, text analysis, and visual genre analysis to reveal patterns and rhetorical strategies in their CSR narratives. This study uncovers distinct CSR strategies between the firms, particularly regarding topic utilisation, emission reduction and aviation fuel. Differing narratives are also identified, with Southwest Airlines adopting a top-down approach. The findings provide strategic value for enhancing CSR performance and reporting, offering practical business implications for strategic management, such as benchmarking, competitor analysis, identifying trends, and recognising best practices.