A Corpus-based Transitivity Analysis of the Corporate Image Constructed in CEO Statements from the CSR Reports of China Mobile and Vodafone

This Corporate image plays a crucial role in how a company presents itself to the public, and this study explores its construction through the CEO statements in the corporate social responsibility (CSR) reports of China Mobile and Vodafone. By applying Transitivity analysis from Systemic Functional Grammar (SFG) and examining high-frequency nouns, verbs, and keywords, the research compares the similarities and differences in the corporate images of both companies. As leading players in the telecommunications industry, China Mobile and Vodafone provide a compelling context for this comparison. The findings indicate that both companies tend to use positive terms such as "improve," "support," and "service" to convey responsible and approachable corporate images, focusing on environmental sustainability and societal well-being. However, China Mobile’s CEO statements prominently feature keywords such as "poverty," "alleviation," and "China," signaling the company’s focus on social responsibility and active collaboration. On the other hand, Vodafone’s CEO statements emphasize keywords like "climate," "women," "global," and various country names, highlighting the company's commitment to globalization and the welfare of women and the environment. These discursive strategies likely play a significant role in shaping the companies' corporate images and supporting their broader objectives. This study offers valuable insights into the function of CEO statements in CSR reports and contributes to further research on corporate image.