{"title":"Charting the Course of Stance Construction in Container Shipping: An Empirical Study of COSCO Shipping and Maersk","authors":"Shijie Liu;Minggui Duan;Yan Zhang","doi":"10.1109/TPC.2025.3561987","DOIUrl":null,"url":null,"abstract":"<bold><i>Background:</i></b> Corporate social responsibility (CSR) reports are essential for companies to persuade stakeholders of their commitment to social, economic, and environmental responsibilities. This persuasion is to a large degree determined by how companies construct their stance in discourse. <bold><i>Literature review:</i></b> Among efforts in academic discourse, stance analysis of shipping industry CSR reporting remains unexplored. <bold><i>Research questions:</i></b> 1. How are stance resources distributed in COSCO Shipping and Maersk's CSR discourse? 2. How do similarities and differences between institutional speakers instantiate their stakeholder-oriented communication strategies? 3. Which stance markers show significant changes over time, and what factors drive these changes? <bold><i>Methodology:</i></b> This study employed corpus linguistics and discourse analysis of CSR reports (2016-2022) of COSCO Shipping and of Maersk. Python and WordSmith 8.0 were used for stance feature retrieval and frequency analysis, and hierarchical clustering analysis was conducted on hedges and boosters. Chi-square tests evaluated differences in stance marker distribution, while diachronic analysis examined changes over time. <bold><i>Results and conclusion:</i></b> Maersk employs more stance markers of hedges, attitude markers, and general self-mentions, reflecting a more personal communication style, while COSCO Shipping favors boosters and formal self-references, indicating an authoritative approach. We argue that these features are informed by the contrast between European rationalism and Eastern empiricism in corporate communication. Our novel four-category classification of self-mentions (general, specific reference, group, and affiliated) addresses the complexities of shipping corporate discourse. Diachronic analysis shows stance marker usage fluctuations, particularly during global events like the COVID-19 pandemic. These findings develop a stance framework, offering insights in terms of stance construction for effective cross-cultural CSR communication to foster global cooperation on shared social responsibilities.","PeriodicalId":46950,"journal":{"name":"IEEE Transactions on Professional Communication","volume":"68 2","pages":"172-192"},"PeriodicalIF":1.6000,"publicationDate":"2025-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"IEEE Transactions on Professional Communication","FirstCategoryId":"98","ListUrlMain":"https://ieeexplore.ieee.org/document/11012134/","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
Background: Corporate social responsibility (CSR) reports are essential for companies to persuade stakeholders of their commitment to social, economic, and environmental responsibilities. This persuasion is to a large degree determined by how companies construct their stance in discourse. Literature review: Among efforts in academic discourse, stance analysis of shipping industry CSR reporting remains unexplored. Research questions: 1. How are stance resources distributed in COSCO Shipping and Maersk's CSR discourse? 2. How do similarities and differences between institutional speakers instantiate their stakeholder-oriented communication strategies? 3. Which stance markers show significant changes over time, and what factors drive these changes? Methodology: This study employed corpus linguistics and discourse analysis of CSR reports (2016-2022) of COSCO Shipping and of Maersk. Python and WordSmith 8.0 were used for stance feature retrieval and frequency analysis, and hierarchical clustering analysis was conducted on hedges and boosters. Chi-square tests evaluated differences in stance marker distribution, while diachronic analysis examined changes over time. Results and conclusion: Maersk employs more stance markers of hedges, attitude markers, and general self-mentions, reflecting a more personal communication style, while COSCO Shipping favors boosters and formal self-references, indicating an authoritative approach. We argue that these features are informed by the contrast between European rationalism and Eastern empiricism in corporate communication. Our novel four-category classification of self-mentions (general, specific reference, group, and affiliated) addresses the complexities of shipping corporate discourse. Diachronic analysis shows stance marker usage fluctuations, particularly during global events like the COVID-19 pandemic. These findings develop a stance framework, offering insights in terms of stance construction for effective cross-cultural CSR communication to foster global cooperation on shared social responsibilities.
期刊介绍：
The IEEE Transactions on Professional Communication is a peer-reviewed journal devoted to applied research on professional communication—including but not limited to technical and business communication. Papers should address the research interests and needs of technical communicators, engineers, scientists, information designers, editors, linguists, translators, managers, business professionals, and others from around the globe who practice, conduct research on, and teach others about effective professional communication. The Transactions publishes original, empirical research that addresses one of these contexts: The communication practices of technical professionals, such as engineers and scientists The practices of professional communicators who work in technical or business environments Evidence-based methods for teaching and practicing professional and technical communication.
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