“We May Face the Risks” … “Risks that Could Adversely Affect our Face.” A Corpus-Assisted Discourse Analysis of Modality Markers in CSR Reports

In recent years, CSR disclosures have increased exponentially. The genre combines informative and
promotional purposes, data and reputation-building.
Through a corpus-assisted discourse analysis of CSR reports issued by energy companies, this study tries
to unveil how words are non-neutrally used to construct discourses and views and increase profitability.
The paper focuses on verbal markers of forward-looking statements, elements conveying modality and
authorial stance, in order to investigate their contribution to the creation of an ethical image.
The analysis highlighted that self-promotion is enacted through mainly optimistic projections, stressing
a constant commitment and communicating an already optimal performance, while relativising risks.