A polyphonic model for tracing in(ex)clusivity and relative dominance in CSR narratives

Abstract

Purpose The purpose of this study is primarily conceptual, presenting the notion of a polyphonic model as a tool for analyzing the interactions of diverse stakeholder voices in generating corporate social responsibility (CSR) narratives and practices. Design/methodology/approach The theoretical basis for this model is Bakhtin’s notions of voice, polyphony, dialogic relations and placement within dialogue. Findings To demonstrate possible applications of the model, this study considers CSR narratives that are emerging from some countries of the Arabian Gulf, given that this region’s historical trajectory and socio-political context differ substantially from those of more widely studied geopolitical contexts. This application reveals valuable use of the model. Originality/value The contribution of this paper is its pioneering development of a polyphonic model that serves to reveal the diverse voices that shape CSR narratives. This provides a tool particularly useful for investigating the creation of CSR narratives in less researched organizational and national contexts.