Exploring the Move Structure and Interdiscursive Strategies in Leader Messages in Corporate Social Responsibility Reports of Chinese and U.S. Corporations

Leader messages play a crucial role in establishing and maintaining mutually beneficial relationships between globalized corporations and their diverse stakeholders. By constructing two corpora, each containing 45 texts of leader messages from CSR (corporate social responsibility) reports of corporations operating in China and the United States that appeared on the 2021 Fortune Global 500 list, this study explored the move structure and interdiscursive strategies employed in the messages. The study identified a rhetorical structure consisting of seven moves and eleven steps shared by both corpora. Analysis reveals that interdiscursivity is a prevalent feature of leader messages in both corpora. Specifically, discourses of promotion, strategic management, and financial accounting are favored by Chinese corporations, while evaluative and interpersonal discourses are preferred by the U.S. corporations. The findings enhance our understanding of how professionals from different cultural contexts adopt appropriate move structures and interdiscursive strategies to craft leader messages for effective CSR communication.