Confronting the “corporate citizen”

Purpose To demonstrate, through the application of Fairclough's critical discourse analysis framework, that the discourse surrounding corporate social responsibility (CSR) has broader implications. Design/methodology/approach Argues that the evolution of CSR has become a two‐way process of interaction between business and civil society. Findings As companies place increasing emphasis on their ability to act responsibly as “corporate citizens”, CSR provides new opportunities for social actors to assimilate these strategies; enabling them to scrutinise, question and oppose the business practices of global corporations and challenging them to prove that there is more to CSR than merely corporate rhetoric. Originality/value Demonstrates that the discourse surrounding CSR has broader implications.