Coupland, C. “Corporate Social Responsibility as Argument on the Web."

Coupland, C. “Corporate Social Responsibility as Argument on the Web." Journal of Business Ethics 62.4 (2005): 355-366. JSTOR. Web. 05 Oct. 2009.

This older article articulates a present day trend in ethical and rhetorical issues of corporate websites. Coupland predicts the future importance of language and social responsibility of Web design. He acknowledges that Web sites communicate with “broad and discerning” audiences. Coupland recognizes that corporate sites, Web site in general, would need to consider addressing a variety of interests in its readership. He argues that theoretically speaking all businesses would need to understand the social components to Web sites. In his research, he notes four rhetorics identified in data: societal legitimation, responsible legitimation, other de-legitimation and context specific legitimation. He provides direction that will help corporate Web sites thrive in the future.

The article is significant because it shows a clear progression of modern day Web sites. Through Coupland’s research, we gain of sense of the Web design then as compared to the Web design now. The strength of the argument lies in the fact that all of Coupland assertions became true. Today, it is common knowledge for companies to design Web sites that interact with the public. The design element mentioned by Hocks is adding new elements to the standard that Coupland predicted. The article affirms the progression of digital media and Web design.

Problems with Coupland research method include reference his previously published texts. Overall, the research method was not scientific or technical. It appeared to be a repertoire of ideas. Unlike the Güyer article, he does not have a rigor of research. Therefore, his ethos is weakened.