Rhetoric and propriety judgments: reflections from bottled water

Abstract

PurposeThe purpose of this paper is to examine the rhetorical strategies used by organizations in support of propriety judgments concerning their products.Design/methodology/approachThe approach taken entails discourse and rhetorical analysis of texts produced by leading firms in the bottled water industry, and by the industry’s trade association, surrounding issues of sustainability.FindingsThe analysis reveals rhetorical strategies invoked by firms to legitimate their economic, environmental and social performance.Research limitations/implicationsThis paper’s primary contribution is to research that informs the discursive aspects of legitimacy. As well, this study contributes to our nascent understanding of the microfoundations of sustainability.Originality/valueOur knowledge of how organizations use different discursive strategies in support of legitimacy is relatively underdeveloped. By examining rhetorical strategies used in support of propriety judgments concerning organizations’ environmental, social and economic legitimacy, this study begins to fill gaps in our understanding.