Capturing the dynamic tension in CSR discourses: Toward an integrative circuit of culture model

Angela K.Y. Mak*, Suwichit (Sean) Chaidaroon, Alessandro Poroli, Augustine Pang

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

1 Citation (Scopus)


This paper adopts the Circuit of Culture (COC) – an interpretive approach to international public relations practice based on its five moments (i.e., regulations, production, representations, consumption and identity) – as a guiding framework to analyze corporate social responsibility discourses of Wilmar, a multinational corporation based in Singapore. Sustainability reports from 2009 to 2019 were first accessed to examine the negotiation dynamics that occur in textual discourse when the company dealt with the talk-action relationship through the Communication as Constitutive of Organization (CCO) approach. These were integrated with the contextual propositions nurtured in the five moments of COC to identify the negotiating mechanisms that Wilmar constructed to make sense of, explain, and justify tensional situations between set commitments and actual performance. This study aims to demonstrate how CCO can complement COC to offer a holistic interpretive approach to understand the situated communication dynamics and discursive construction process of talk-action relationship in an international public relations context.

Original languageEnglish
Article number102308
Number of pages11
JournalPublic Relations Review
Issue number2
Early online date13 Mar 2023
Publication statusPublished - Jun 2023

Scopus Subject Areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

User-Defined Keywords

  • Corporate social responsibility
  • Circuit of culture
  • Communicative constitution of organizations
  • Tension
  • Aspiration-talk
  • Discourse analysis


Dive into the research topics of 'Capturing the dynamic tension in CSR discourses: Toward an integrative circuit of culture model'. Together they form a unique fingerprint.

Cite this