The Transformation in Business Communication (2016-2024): Framing and Rhetorical Analysis of the Confederation of British Industry (CBI)

This study examines the evolution of business discourse in the United Kingdom (UK) by analysing the annual reports and general meeting minutes of the Confederation of British Industry (CBI) from 2016 to 2024. Using a combined framing and rhetorical analysis approach, the research investigates how the CBI constructs narratives around key economic, political, and social issues, and the linguistic strategies through which these narratives are legitimized. The framing analysis identifies recurring themes, such as risk, opportunity, innovation, and sustainability, while the rhetorical analysis explores metaphors, repetition, and persuasive appeals that reinforce these frames. The study also traces the temporal dynamics of these discourses, demonstrating how CBI’s communication strategies adapt to critical events including Brexit, the COVID-19 pandemic and global economic fluctuations. The findings reveal how institutional framing and rhetoric work together to shape public understanding and policy debates. This study further contributes to the literature by showing how business organizations legitimise private economic interests as if they were public goods through their rhetorical construction.