Dolyuk V. PR-discourse of social responsibility: the thematic and structural and functional features

Within the theory of social communication the structural and thematic and functional features of PR-CSR discourse were first investigated in the thesis. Through discourse analysis studied the macrostructure of messages; the interaction of communication's flows of business and other participants in the discourse, PR-strategies of building a social construct of CSR. Based on the narrative analysis examined PR-practices of socially responsible companies as "the histories about CSR". Determination of PR-discourse of CSR is offered and it is set that institutionalization of CSR's construct takes place by determination and fixing of norms and rules of social actions of business on three stages: typification, objectification and legitimation.