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Because It’s Worth It? A Critical Discourse Analysis of Diversity: The Case of L’Oréal

In: Responsible Organizations in the Global Context

Author

Listed:
  • François Goxe

    (University of Versailles)

  • Michaël Viegas Pires

    (University of Versailles)

Abstract

This chapter builds on a critical discourse analysis of L’Oréal’s diversity-related corporate communication to address two research questions: (1) What is the underlying definition of diversity in a multinational company like L’Oréal? (2) How does the firm mobilize this concept to try to gain legitimacy in the eyes of the stakeholders? Our results first illustrate how the social construction of diversity operates, by using a few sociodemographic traits to build broad, homogeneous, categories of people. Our analysis also results in the identification of different types of discourse, discursive frameworks through which diversity issues are addressed in L’Oréal’s corporate communication: (1) rationalistic, (2) societal, and (3) appropriative discourse. The three types of discourse are interlocked and, considered globally, picture diversity as a very plastic concept that can as such be mobilized differently in order to create various forms of legitimacy for various stakeholders.

Suggested Citation

  • François Goxe & Michaël Viegas Pires, 2019. "Because It’s Worth It? A Critical Discourse Analysis of Diversity: The Case of L’Oréal," Springer Books, in: Annie Bartoli & Jose-Luis Guerrero & Philippe Hermel (ed.), Responsible Organizations in the Global Context, chapter 6, pages 97-116, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-11458-9_6
    DOI: 10.1007/978-3-030-11458-9_6
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