Abstract:

CSR-driven communication in the Romanian energy sector has developed into a genre on its own in the last couple of years being part of the overall strategy towards sustainability and long-term growth. The paper aims to identify the range of CSR topics of the three Romanian energy  companies as they appear on their websites. It will also provide a mapping of the rhetorical choices used by these to deliver the CSR content . For this purpose, we will use a procedure developed by Jane Ahlerling which stems from rhetorical discourse analysis. The authors also discuss the link between the CSR agenda of these companies and  the image of the  local social context shaped by it. Authors conclude that both committment towards CSR activities of the three Romanian energy companies  and their CSR-related online communication are extremely heterogenous and appear to be situated in different stages of development.

This paper was supported by the project “Post-Doctoral Studies in Economics: Training Program for Elite Researchers – SPODE” co-funded from the European Social Fund through the Development of Human Resources Operational Programme 2007-2013, contract no. POSDRU/89/1.5/S/61755.