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SES 3.1: Session 3.1 - Different shades of washing and critical approach
Time:
Thursday, 21/Sept/2023:
4:15pm - 5:15pm
Session Chair: Ángeles Moreno
Location:Hollar, room n. 14, Smetanovo nábřeží 6
Presentations
It is all fake? The Rhetoric in CSR and Sustainability Communication: a literature review proposal
Giuseppe Bonaccorso
IULM, Italy
Rhetoric has long had a bad reputation, as a synonymous of “false and empty speech”. In the last century, rhetoric has undergone an important reappraisal, which has seen it applied also to corporate communication, CSR, and, most recently, sustainability communication. However, the bad reputation that rhetoric has accumulated over the years continues to weigh on the legacy of the discipline, creating theoretical and methodological bias. This research represents a work in progress that aims to map and systematize the academic literature related to rhetorical analysis in the context of CSR and sustainability communication. The expected results aim to create a typology that systematizes current approaches within traditional rhetoric theory, holding firm the assumption that the rhetorical discipline should be considered as a set of reasoned and structured techniques useful for corporate discourse and its persuasive effectiveness.
Storytelling or Tall Green Tales? Narrative Structure and Greenwashing in NYC Real Estate
Tiffany Mohr, Desislava Stoeva, Carmen Collins
St. John's University, United States of America
Purpose: By examining media content of LEED-certified buildings, LEED-owned communication, social media, and trade publications, this study aims to contribute to the body of work on issues of authenticity, transparency, and greenwashing in ESG initiatives in the real estate sector.
Methodology: Using a quantitative content analysis, this study systematically coded data to understand the themes and perceptions present in communication about LEED-certified buildings in New York City. Data was collected from January 2019-January 2022.
Findings: Narrative structure of scientific information often leads to greenwashing initiatives. LEED communication is heavily greenwashed but is rarely criticized in media and other outlets.
Originality: A unique, deep analysis of the transparency, authenticity, and persuasive communication strategies employed by an eco-certifying agency in the real estate sector.
Implications: By unearthing the complexities of authenticity, transparency, greenwashing, and narrative structure in media content of LEED, this study demonstrates the need for improved ESG communication programs and the utility of the narrative framework for examining sustainability communication.
