Scientific Research and Development. Socio-Humanitarian Research and Technology Scientific Research and Development. Socio-Humanitarian Research and Technology Научные исследования и разработки. Социально-гуманитарные исследования и технологии 2306-1731 2587-912X 81729 10.12737/2306-1731-2024-13-1-30-35 КУЛЬТУРНЫЕ СТРАТЕГИИ ГОСУДАРСТВЕННО-ОБЩЕСТВЕННОГО ДИАЛОГА CULTURAL STRATEGIES OF PUBLIC-PUBLIC DIALOGUE КУЛЬТУРНЫЕ СТРАТЕГИИ ГОСУДАРСТВЕННО-ОБЩЕСТВЕННОГО ДИАЛОГА Positive Strategies in Corporate Sustainability Reports Позитивные стратегии в корпоративных отчетах по устойчивому развитию Несова Н. М. Nesova N. M. natalya_nesova@list.ru

кандидат филологических наук;

candidate of philological sciences;

 Российский университет дружбы народов (РУДН) Москва Россия Peoples’ Friendship University of Russia (RUDN University) Москва Russian Federation 14 04 2024 14 04 2024 13 1 30 35 29 02 2024 https://zh-szf.ru/en/nauka/article/81729/view

В данной статье рассматривается дискурс отчетов по устойчивому развитию, являющийся парадоксальным по своей сути: при значительных затратах, связанных с деятельностью в области устойчивого развития, отсутствует непосредственная экономическая выгода от таких инвестиций. Работа нацелена на разрешение этого парадокса с лингвистической точки зрения и направлена на изучение причин публикации отчетов по устойчивому развитию. Основная ценность исследования состоит в оценке роли отчетов в рамках корпоративной коммуникации: характерно ли для таких отчетов честное и объективное предоставление информации об устойчивом развитии или они, скорее, являются инструментом пиара и рекламы. В статье проверяется это предположение с помощью анализа использования языковых стратегий оптимизма в корпоративных отчетах об устойчивом развитии по сравнению с другими видами официальных документов. Исследование подчеркивает значимость создания унифицированных стандартов для отчетности в области устойчивого развития, что может обеспечить большую прозрачность в корпорациях.

This article explores the paradoxical discourse of sustainability reporting, which is characterized by significant costs associated with sustainable practices yet lacks direct economic benefit from such investments. The paper aims to resolve this paradox through a linguistic lens and seeks to understand the motivations behind the publication of sustainability reports. The primary value of the study lies in assessing the role of these reports within corporate communication: whether they genuinely and objectively provide information on sustainability or are more akin to tools of public relations and marketing. The article tests this assumption by analyzing the use of optimistic linguistic strategies in corporate sustainability reports compared to other types of official documentation. The research underscores the importance of establishing unified standards for sustainability reporting, which could lead to greater transparency within corporations.

 контент-анализ устойчивое развитие корпоративные отчеты корпоративная коммуникация гринвошинг лингвистические стратегии оптимизма content analysis sustainability corporate reports corporate communication greenwashing linguistic strategies of optimism

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