ABSTRACT
This chapter examines how companies create more positive representations of themselves, drawing on themes of self-promotion, goodwill and self-justification, in order to shape hegemonic discourses about industry and climate change. Prominent narrative is generated by business and industries, and a popular medium through which industries put forward their representations of reality are Corporate Social Responsibility (CSR) reports. CSR reports are an attempt on the part of companies to establish trust, thereby making it easier to gain collective consent from the general society, making business practices easier to understand by shareholders and society at large. The chapter explores contentious nature of the environmental debate, even at the level of industries, illustrating in the process the many different discourse clans that contribute to state positions on climate-change policy. It illustrates the 'hybridised' nature of CSR reports, which draw on an expectedly factual medium of reporting in order to reconceptualise the image of the company and push forward their representation of reality.
