A Temporal Model of Corporate Narrative Architecture: From Retrospective CSR to Proleptic Sustainability
Developing Narrative Advertising and Marketing Discourse in the AI Era, IGI Global, ss.333-362, 2026
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2026
- Doi Numarası: 10.4018/979-8-3373-5666-2.ch012
- Yayınevi: IGI Global
- Sayfa Sayıları: ss.333-362
- Ondokuz Mayıs Üniversitesi Adresli: Evet
Özet
This chapter conceptualizes corporate communication as a temporally structured narrative system and examines the shift from retrospective corporate social responsibility (CSR) discourse to future- oriented sustainability narratives. While CSR legitimizes organizations through past performance, sustainability communication constructs meaning by projecting the future within present discourse. The chapter introduces the Proleptic Corporate Narrative Model, composed of four layers: temporal projection, future value construction, predictive persuasion, and narrative mediation. The framework shows how sustainability communication functions not only as information but as a narrative architecture shaping expectations and institutional positioning through future- oriented meaning production. An analysis of Brandverse campaigns indicates that corporate communication increasingly relies on proleptic narrative logic, constructing legitimacy through future projection. Artificial intelligence is treated as a mediating layer that may enhance predictive narrative capacity.