Author(s)

Xiaojun Wu, Lixia Chen

School of Humanities and Social Science, Xi’an Polytechnic University, Xi’an, China.

This study explores self-praise strategies utilized in Telstra CSRRs from 2016 to 2020 with a view of how these self-praising strategies contribute to Telstra images construction. The self-praise categories and the frequency of each self-praise category are analyzed. It is found that the indirect self-praise strategies are more frequently utilized than the direct self-praise strategies in Telstra CSRRs. In addition, through direct self-praise strategies, Telstra CSRRs construct Telstra as a responsive, pioneering and highly influential company in Australia while they depict Telstra as a caring, concerned about interest of society and employees, responsible enterprise via indirect self-praise strategies. This study provides some insight into self-praise in organizational settings as well as the construction of corporate image exhibited in CSRRs.

Self-Praise, Corporate Image, Corporate Social Responsibility Report

Wu, X. and Chen, L. (2021) Constructing Image: The Self-Praise Strategies on Corporate Social Responsibility Reports. Open Journal of Modern Linguistics, 11, 672-687. doi: 10.4236/ojml.2021.114053.