FIELD MODEL OF THE COGNITIVE CONTENT OF THE ENGLISH CONCEPT SPACE

The vocative function of an address being the basic one is supplemented and modified by a number of other functions actualized in communication, i.e. the phatic one (establishing and developing the contact with the addressee), the status one (reflecting the status responsibility of the communicants), the emotional and attitudinal one (characterizing the addressee and the attitude of the speaker towards the uttered information). Such modification explains the polyfunctional character of the address in communication. All units of address, just like the components of the addressing functional field, are polysemantic and polysemy comprises every type of an address. According to the communicative tasks the following functions can be stated within the vocative one: nominative (naming the addressee), deixis (identifying the addressee), vocative proper (attracting the addressee’s attention). The field model of addresses’ semantic structures allows to research standard and nonstandard vocatives. The standard addresses form the nucleus of the semantic field under research and characterize stability of their application in one of the above-mentioned functions. Nonstandard vocative lexemes (1 % of the total amount of the experimental material) can play the role of an address under certain circumstances. They form semantically heterogeneous (conditioned by a situation) group, located in the periphery area of the semantic field of addresses. The addresses that include anthroponyms form the most widely used group (64,5 % in Ukrainian and 68,1 % in French), the second place belongs to the addresses with appellatives (34,6 % and 29,9 %, correspondingly). As to the composition of appellatives in the status and role addresses they comprise 36,4 % in Ukrainian and 34,9 % in French. Attitudinal addresses reach 63 % and 65,1 %, correspondingly.

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Hollow Notion of Corporate Social Responsibility. Introduction of a Frame Field Model to Investigate CSR in Public Discourses

MedienJournal ◽

10.24989/medienjournal.v42i1.1624 ◽

2018 ◽

Vol 42 (1) ◽

pp. 11-32 ◽

Cited By ~ 1

Author(s):

Franzisca Weder

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Public Discourse ◽

Field Model ◽

Communication Studies ◽

Business Practices ◽

Frame Field ◽

Quantitative Content ◽

German Speaking ◽

Corporate Social

The present study examines the relevance and framing of Corporate Social Responsibility in the mass media. Challenged by the ethically (over)loaded issue of responsibility, communication studies are searching for a new understanding of framing to investigate phenomena of new economic values like Corporate Social Responsibility in public discourses. For the quantitative content analysis put forward herein, frames are described as footprints of diverse positions, which determine a given public discourse. The longitudinal analysis of 26 German-speaking newspapers in Germany, Austria, and Switzerland between 1999 and 2008, a phase where CSR was aligned in business practices and CSR communication established in public discourses, aims at identifying CSR-frames as well as inquiring into the existence of a public discourse about CSR. The results show that there is no discourse on CSR itself. Instead of the assumed multiple issue-specific frames, CSR itself is (ab)used as a masterframe or “buzz word” in economic discourses.

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