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Ethos, logos, pathos: Strategies of persuasion in social/environmental reports

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  • Higgins, Colin
  • Walker, Robyn

Abstract

We demonstrate how persuasive strategies activate the ‘middle ground’ discourses of responsible and sustainable business constructed in three social/environmental reports. Drawing on insights from impression management and communication studies, and Kenneth Burke's understanding that rhetoric is all pervasive, we focus on Aristotle's rhetorical ‘proofs’: ethos (credibility), logos (reason), and pathos (emotion). We study the social/environmental reports produced by three New Zealand companies during a wider discursive struggle over the ‘proper’ role of business in society. We argue that persuasive strategies facilitate the social effects of ‘middle ground’ discourse by making business-centred understandings of social responsibility and sustainability appear reasonable and business organisations appear trustworthy in their pursuit of sustainable development. This study complements discourse analyses of social/environmental reporting by providing a finer-grained picture of how language use influences how social actors think, feel and act.

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  • Higgins, Colin & Walker, Robyn, 2012. "Ethos, logos, pathos: Strategies of persuasion in social/environmental reports," Accounting forum, Elsevier, vol. 36(3), pages 194-208.
    • Handle: RePEc:eee:accfor:v:36:y:2012:i:3:p:194-208
    DOI: 10.1016/j.accfor.2012.02.003
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    17. Kshitij Khanna & Helen Irvine, 2018. "Communicating the Impact of the Global Financial Crisis in Annual Reports: A Study of Australian NGOs," Australian Accounting Review, CPA Australia, vol. 28(1), pages 109-126, March.
    18. Charles H. Cho & Michele Fabrizi & Silvia Pilonato & Federica Ricceri, 2024. "Not all bad news is harmful to a good reputation: evidence from the most visible companies in the US," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 28(1), pages 9-36, March.
    19. Tuvana Cüre & Emel Esen & Arzu Özsözgün Çalışkan, 2020. "Impression Management in Graphical Representation of Economic, Social, and Environmental Issues: An Empirical Study," Sustainability, MDPI, vol. 12(1), pages 1-16, January.
    20. Isabel‐María García‐Sánchez & Valentina Minutiello & Patrizia Tettamanzi, 2022. "Gender disclosure: The impact of peer behaviour and the firm's equality policies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(2), pages 385-405, March.
    21. Charl de Villiers & Jing Jia & Zhongtian Li, 2022. "Corporate social responsibility: A review of empirical research using Thomson Reuters Asset4 data," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 62(4), pages 4523-4568, December.
    22. Colin Higgins & Wendy Stubbs & Markus Milne, 2018. "Is Sustainability Reporting Becoming Institutionalised? The Role of an Issues-Based Field," Journal of Business Ethics, Springer, vol. 147(2), pages 309-326, January.
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