Analyzing the Discourse of Communication in Times of Crisis: The Speech of the CEO of Nestle for the Year 2009 as a Sample

Abstract

Objectives: The study aims to highlight the characteristics and features of discourse in times of crisis. It is an attempt to understand it through the study of the reciprocal relationships between language, culture, and society, with the aim of defining the concept of "discourse" according to Mr. Peter Brabeck-Letmathe, the CEO of Nestlé International, based on his speech during the April 23, 2009, crisis. Method: The study adopted the descriptive-analytical approach to analyze discourse, in addition to the critical approach by utilizing the art of rhetoric and the systematic use of language. It highlights the role of rhetoric in communication by applying these methods to a written model representing administrative discourse during crises. Accordingly, dominant characteristics, sentence structures, and selected organizational and linguistic indicators were described to achieve a unified argumentation. Conclusion: It was emphasized that the CEO of any company is the true guarantor of proper performance, as his/her professionalism in management, coupled with the discourse they deliver, ultimately yields positive and impactful results for the organization. Additionally, the study revealed that the achievement of success for a company during times of crisis is dependent on understanding discourse analysis in a hierarchical manner, i.e., from top to bottom, and exercising control over the comprehension of specific and precise decisions aimed at effectively guiding daily actions. Finally, the study emphasized the importance of business leaders' discourse and its influence on the acceptance of employees and other stakeholders in business, as well as on improving business standards and society. Recommendations: The study concluded that it is essential to adopt studies that analyze administrative discourse during times of disasters and crises due to the significance of this approach in enhancing dialogue within and beyond the workplace to achieve benefits for both the work environment and society as a whole.