Confronting the "corporate citizen" Shaping the discourse of corporate social responsibility

Purpose - To demonstrate, through the application of Fairclough's critical discourse analysis framework, that the discourse surrounding corporate social responsibility (CSR) has broader implications. Design/methodology/approach - Argues that the evolution of CSR has become a two-way process of interaction between business and civil society. Findings - As companies place increasing emphasis on their ability to act responsibly as "corporate citizens", CSR provides new opportunities for social actors to assimilate these strategies; enabling them to scrutinise, question and oppose the business practices of global corporations and challenging them to prove that there is more to CSR than merely corporate rhetoric. Originality/value - Demonstrates that the discourse surrounding CSR has broader implications.