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| Kyosei – An Example of Cultural Keyword Argumentatively exploited in Corporate Reporting Discourse | page 131-152 | ||
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By means of a relevant example, this paper shows the appropriateness of the theoretical construct of argumentative keyword proposed by Rigotti & Rocci (2005) in relation to an emergent discourse genre: top management’s letters to stakeholders appearing in the introduction to corporate social responsibility/sustainability reports. Analyzing a text fragment extracted from a recent
sustainability report, the paper shows the argumentative and the persuasive relevance of the Japanese business concept kyosei for this particular type of discourse.
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The analysis is based on the Argumentum Model of Topics (Rigotti 2009, 2006; Rigotti & Greco Morasso, forthcoming) and a number of insights
coming from adjacent disciplines (corporate communication, discourse analysis and linguistics, cultural studies and the psychology of persuasion).
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| keywords: argumentative keywords, argumentum Model of Topics, kyosei, persuasion, | |||
