Written by Shannon Schuyler and published in June 2018, the article dubbed ‘The Business of Societal Relevance’ highlights the functions of corporate social responsibility as going beyond giving money, but instead focusing on the engagement between people and businesses. The article highlights the need for businesses to employ dynamic CSR that will focus on solving current societal issues. The author takes an assertive tone that is evident throughout the article. The tone is expressed through words and phrases that direct the readers’ opinion on the issue of corporate social responsibility.
The author incorporates restrictive expressions such as ‘need,’ ‘must,’ ‘cant’ and ‘won't’ to create an opinion among the readers and advance an assertive tone. “To stay relevant, you need to adapt to changing business models, demographics, and technologies,” (Schuyler, 2018). The word ‘need’ is used to emphasize that the only means of staying relevant as a business is by adapting to the changing models and issues affecting society. This is an assertion that the relevance of a company today is limited to its dynamism based on current social problems.
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The word ‘must’ also asserts the relevance of dynamism in retaining business relevance. “We must keep pace with changing business models, challenge conventional thinking, invite unexpected collaborations, and stay relevant by never standing still,” (Schuyler, 2018). Here, the reader is convinced that there is no other way to retain relevance apart from conforming to the changing dynamics. ‘Can’t’ and ‘won’t’ assert the negative implications of adopting a strategy that fails to achieve business objectives. “Strategy is about meeting business objectives. If you can’t do that, you won’t survive,” (Schuyler, 2018). The statement influences the readers’ opinion by implying that survival in the business industry is wholly dependent on meeting business objectives.
Changing the restrictive expressions will change the readers’ opinion, as it would not limit the readers’ view. Replacing these clauses with phrases such as ‘among the various ways’ shows the possibility of having other means for a business to remain relevant. The replacement would provide alternative opinions; hence the reader would choose their view.
References
Schuyler, S. (2018). The Business of Societal Relevance (SSIR). Retrieved from https://ssir.org/articles/entry/the_business_of_societal_relevance
