A Corpus-based Study of Corporate Image Represented in Corporate Social Responsibility Report: A Case Study of China Mobile and Vodafone

By examination of the high-frequency nouns, verbs, and keywords, the present study probes into the similarities and differences of corporate images represented in Corporate Social Responsibility (CSR) reports of China Mobile and Vodafone. The results suggest that: 1) both China Mobile and Vodafone prefer using some positive words, like improve, support and service to shape a positive, approachable and easy-going corporate image, and an image of prioritizing the environmental sustainability and the well-being of people; 2) CSR reports of China Mobile contain the keywords poverty and alleviation, which means China Mobile is pragmatic, collaborative and active to assume the responsibility for social events; 3) CSR reports of Vodafone contain keywords like privacy, women and global as well as some other countries, which shows Vodafone is enterprising, globalized and attentive to the development of women; 4) these differences might be related to the ideology and social culture of Chinese and British companies. This study may contribute to understanding the function of CSR report and offer helpful implications for broadening the research of corporate image.