Metaphor, Stance, and Identity: A Corpus-Based Study of CEO Letters in Chinese and American Corporate Social Responsibility Reports

Background: Corporate social responsibility (CSR) reports are strategic tools for winning stakeholder support and trust through building and maintaining favorable identities and positive images. Literature review: The metaphorical construction of corporate identity in CSR reports has received little scholarly attention. Research questions: 1. What are the main genre-specific conceptual metaphors used in Chinese and American CEO letters within CSR corporate reports? 2. How do the metaphors build companies’ corporate identities? Data and method: We collected 630 Chinese and American CEO letters in CSR reports, identified linguistic metaphors by using the Metaphor Identification Procedure Vrije Universiteit (MIPVU), inferred genre-specific conceptual metaphors, and conducted comparative analysis of metaphor-based stance and identity. Results and conclusions: Although Chinese and American companies share several genre-specific conceptual metaphors, there exists variation in the metaphor scenarios used to produce the stances and evaluations that contribute to favorable corporate identity construction. In the economic dimension, companies from both countries portray themselves as “capable builders,” “competent players,” and “hard-working gardeners,” but only Chinese companies identify themselves as “active architects and travelers following national policy.” In the environmental dimension, Chinese companies delineate themselves as “determined environmental protectors” and “faithful friends” of nature, while American companies describe themselves as “environment-conscious travelers”and “responsible stewards” of nature. Both identify themselves as “good corporate citizens” in the social dimension.