A corpus-based critical discourse analysis of identity construction in CSR reports of China and USA new energy vehicle companies: A case of BYD and Tesla

Abstract The study presents a corpus-based analysis on the corporate social responsibility(CSR) reports of BYD and Tesla from 2019 to 2023. It explores the two companies’ identity construction based on Fairclough’s three-dimensional model, considering discursive strategies and socio-economic policies. The study shows that in the textual dimension, BYD constructs itself as a compliant and rigorous manager, while Tesla highlights itself to be an innovator and environmentalist. In the discursive practice dimension, BYD adopts third person and passive voices to stress its role as an objective industry contributor. Conversely, Tesla often uses the first person to actively portray itself as a tech innovation leader and convey its mission in sustainable energy. In the social practice dimension, BYD focuses on its policy-oriented scaled economy and responsiveness to national policies, taking on its manufacturing giant’s responsibility. Tesla, in contrast, centring on a light-asset model and brand premium, builds a high-end global brand image and strengthens its identity as a technology pioneer. The identity construction strategies of BYD and Tesla reveal their unique corporate culture and reflect the differences in development patterns and social values between Chinese and Western enterprises. These strategies offer insights into the global growth of the new energy vehicle industry.