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A linguistic interpretation of Welford's hijack hypothesis

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  • Mark Brown

Abstract

This paper makes a linguistic reinterpretation of Welford's 1997 hijack hypothesis, arguing that the hijack of the discourse of the radical environment is simply a process of appropriation, i.e., the adoption of particular words in order to make use of them within the green corporations' own frames of experience. Results are presented from an empirical study using two large ‘databases’ of language. These are electronic collections of texts taken from British environmental organizations – the radical non‐governmental organizations (NGOs), and UK corporations that wish to be environmentally friendly – green business. The results show that there are very marked differences in the physical contextualization of a selection of words which are used by both the radical NGOs and green business. The paper concludes by noting the need to take the analysis a stage further by comparing the usage of particular words by the two discourse communities. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Mark Brown, 2010. "A linguistic interpretation of Welford's hijack hypothesis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(2), pages 81-95, March.
    • Handle: RePEc:wly:corsem:v:17:y:2010:i:2:p:81-95
    DOI: 10.1002/csr.233
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    Cited by:

    1. Yunhong Hao & Qamar Farooq & Yuan Sun, 2018. "Development of theoretical framework and measures for the role of social media in realizing corporate social responsibility through native and non‐native communication modes: Moderating effects of cro," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 704-711, July.
    2. Louise Ellis & Claire Bastin, 2011. "Corporate social responsibility in times of recession: Changing discourses and implications for policy and practice," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(5), pages 294-305, September.
    3. Peter Dobers & Delyse Springett, 2010. "Corporate social responsibility: discourse, narratives and communication," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(2), pages 63-69, March.
    4. Tulin Dzhengiz & Ralf Barkemeyer & Giulio Napolitano, 2021. "Emotional framing of NGO press releases: Reformative versus radical NGOs," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2468-2488, July.

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