The Metamorphosis Of Impression In Corporate Social Responsibility Reporting: Safety And Healthy Work Management System

  • Alimuddin, Andi Wa Ode Suastina


Reporting the implementation of CSR aims to convey a spark of messages to get the desired impressions from stakeholders. The purpose of the study is to unmask the hidden meanings contained in the annual report. This research was conducted at PT. Semen Tonasa and focuses on the 2009-2013 annual report. This research is a qualitative study that uses an interpretive paradigm. Data collection is carried out using observation and artifact methods. The data analysis technique in this study uses the semiotics theory of the grouping of the model of Charles Sanders Peirce which consists of representatives, objects, and interpretants. The results show that in the 2009 annual report the seeds of social care grew. Furthermore, in the 2010 annual report the company began to realize the implications of the reporting system for occupational safety and health management on the impression that made an impression in the minds of readers. Then in the 2011 annual report the company continued its efforts to report implementation of CSR specifically occupational safety and health management systems. The misunderstanding of CSR reporting in previous years has been corrected by the company in the 2012 annual report and the 2013 annual report as a report that provides a complete description of the occupational safety and health management system. The company uses impression management in every annual report that is shown to its users and the technique used is a collaboration of several techniques, namely conformity, self-promotion, exemplification, and ingratiation. From the research results it can be concluded that an impression metamorphosis occurs in the annual report presented by the company from 2009 to 2013.