Дигиталната комуникация за корпоративна социална отговорност на Danone Group: между стратегическото програмиране на настоящето и историческата наративизация на културната приемственост
Danone Group's Digital CSR Communication: Between the Strategic Programming of the Present and the Historical Narrativization of Cultural Continuity

Summary/Abstract: This article analyzes how the Danone Group constructs the legitimacy of its CSR identity in its institutional digital communication. Drawing on a discourse analysis of corpora collected from the Group's website in 2019 and 2023, we show that this legitimacy rests on a dual discursive process. On the one hand, CSR is programmed as a strategic orientation for the present through the mission, the vision, commitments, and the staging of stakeholders. On the other hand, it is inscribed in a historical narrative that recomposes the continuity of the company and naturalizes responsibility as a constitutive feature of its identity. The study thus highlights the complementarity between programmatic discourse and historical narration in the discursive institutionalization of CSR.

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