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Words not actions! The ideological role of sustainable development reporting

Markus J. Milne (Department of Accountancy and Information Systems, University of Canterbury, Christchurch, New Zealand)
Helen Tregidga (Department of Accounting, Auckland University of Technology, Auckland, New Zealand)
Sara Walton (Department of Management, University of Otago, Dunedin, New Zealand)

Accounting, Auditing & Accountability Journal

ISSN: 0951-3574

Article publication date: 23 October 2009

9091

Abstract

Purpose

Through an analysis of corporate sustainable development reporting, this paper seeks to examine critically language use and other visual (re)presentations of sustainable development within the business context. It aims to provide a framework to interpret and tease out business representations of sustainable development. Such representations are argued to be constitutive of the way that business has come to “know” and “do” sustainable development and, therefore, to constrain and enable particular actions and developments.

Design/methodology/approach

The study uses a mix of synthesis, interpretive and discourse analysis to locate, interpret and critically analyse a corpus of written and presentational texts produced by a New Zealand business association and eight of its founding members' early triple bottom line reports.

Findings

The business association and its members' reports are shown to present a pragmatic and middle‐way discourse on business and the environment. Through the use of rhetorical claims to pragmatism and action, this discourse suggests that businesses are “doing” sustainability. But critical analysis and interpretation within a wider framework reveal a narrow, largely economic and instrumental approach to the natural environment.

Originality/value

This paper offers a diagrammatic synthesis of the contested “middle ground” of the sustainable development debate, and thereby provides a frame of reference for further interpretational work on organisations and sustainable development.

Keywords

Citation

Milne, M.J., Tregidga, H. and Walton, S. (2009), "Words not actions! The ideological role of sustainable development reporting", Accounting, Auditing & Accountability Journal, Vol. 22 No. 8, pp. 1211-1257. https://doi.org/10.1108/09513570910999292

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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