Analysis of images and meanings present in the annual and sustainability reports of Brazilian and Portuguese companies
DOI:
https://doi.org/10.4000/cp.2864Keywords:
corporate reporting, corporate social responsibility communication, image, content analysis, semioticsAbstract
Corporate social responsibility (CSR) is of great importance to today's organizations, and in this scenario, sustainability and annual reports are a communication tool. This exploratory study sought to investigate the images and characters present in business reports of six companies in Brazil and Portugal. Through a quantitative content analysis, we analysed 215 images - categorized in relation to content and predominant colours - and 346 characters - categorized based on characteristics such as context, clothing and gender. The study found two nuclei of meanings: economic/corporate - represented by elements such as executive work, male characters, internal environments - and social/sustainable - represented by elements such as leisure and volunteer activities, science and research, female characters and images representing external environments, nature, care and amplitude.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.
