Sustainability communication between globalisation and localisation: A comparison of corporate websites in the oil & gas industry
Chapter
Author(s) / editor(s):
Nadine Thielemann
,
Zlatoslava Savych
Year: 2025
In: Oliveira, M. / Conti, L. (eds.): Explorations in Digital Interculturality: Language, Culture, and Postdigital Practices. Bielefeld: transcript, p. 195-227.
Keywords: cross-country comparison, (post)digital sustainability communication, strategic communication, content analysis, glocalisationLanguage(s): English
Abstract:
Sustainability has emerged as a critical global business concept, prompting organisations to prioritise long-term value creation that addresses their operations’ environmental, social, and economic impacts. This chapter examines the sustainability communication strategies of major oil and gas companies in four countries (the United States, Austria, Poland, and Russia), focusing on the balance between globalisation and localisation. Given the inherent conflict between the operations of these companies and sustainability priorities, effective communication is essential to maintain their licence to operate and avoid allegations of greenwashing. Our analysis of the sustainability sections on corporate websites examines how companies address the thematic dimensions of the Triple Bottom Line (economic, social, environmental) and how they linguistically present these dimensions to convey their sustainability commitments. Corporate websites as digital platforms reveal how similarities in sustainability communication often stem from shared economic pressures and institutionalised standards, while still allowing for local adaptations. The findings indicate a convergence in sustainability conceptualisation, with all companies framing their efforts as beneficial for shareholder value. However, notable differences emerge in local adaptations, revealing an East-West divide: Russian companies, and to some degree also the analysed Polish company, emphasise corporate philanthropy and patriotic elements, while U.S. companies prioritise diversity and inclusion. The analysed Austrian company takes a mid-position and highlights the role of technology in its concept of sustainability. The chapter situates these findings within a broader theoretical context and discusses the observed strategies through the lens of
glocalisation. Moreover, it reflects on the role of digital interculturality in sustainability
communication. It highlights how economic and institutional globalisation fosters communication strategies that transcend national borders. While corporate websites illustrate a shared digital communication culture across countries, this does not imply complete homogenisation. Instead, they underscore the interplay between global formats and localised content, offering new insights into postdigital sustainability communication.
Post created by: Lymor Wolf Goldstein