ABSTRACT
This chapter presents the rhetorical and semiotic approach to corporate social responsibility (CSR). The first and second parts of the chapter asks what this “thing” called rhetoric and semiotic is and introduces some references and notions that are useful to understand relevant aspects of the theoretical foundations and toolbox of these theoretical approaches. The second section asks how this toolbox has been applied to analysis of CSR communication. In this section, some contributions and results, with a specific focus on the environmental aspects of CSR as a specific sub-field, are presented. The fourth and last section asks where this research field is going, pointing to potential paths for future developments. The main goal is not to conduct a complete review of the literature, but to contextualize and highlight some interesting contributions, and to pinpoint some needs for the future.
