Online Visual Perception of “Corporate Sustainability” in the World’s Most Spoken Languages

Yıl 2019, Cilt: 7 Sayı: 2, 220 - 242, 25.10.2019

Mustafa Nuri Ural , Özlem Tuna

https://doi.org/10.18795/gumusmaviatlas.620704

Öz

The
internet with many user-friendly features lets people from different cultures
access and share visual data more easily. Intrigued by this opportunity, an
attempt was made in this study to explore how the concept of “corporate
sustainability” was perceived in the most spoken languages of the world. To
that end, the top 12 languages of the world were identified — Chinese
(Mandarin), English, Spanish, German, French, Turkish, Urdu, Arabic, Bengali,
Portuguese, Russian and Japanese. Then, the term “corporate sustainability” was
translated to each. Next, an image search was performed using each translation
result as a keyword on images.google.com. The first 50 results in each language
were analyzed and categorized into themes. Results showed that perceptions
varied depending on the language and culture. Perceptions highlighted the
environmental aspect in some languages, with images about environmental
management and preservation of the ecosystem, and the social aspect in others,
with visuals of humans and society.

Anahtar Kelimeler

Corporate Sustainability, Cultural Differences, Visual Perception, Image, Visual Content Analysis

Kurumsal Sürdürülebilirliğin Dünyanın En Çok Konuşulan Dillerinde Çevrimiçi Görsel Algısı

Öz

Birçok kullanıcı dostu
özelliğe sahip olan internet, farklı kültürlerden insanların görsel verilere daha
kolay erişmesini ve paylaşmasını sağlamaktadır. Bu çalışmada “kurumsal
sürdürülebilirlik” kavramının dünyanın en çok konuşulan dillerinde nasıl
algılandığını keşfetmeye yönelik bir girişimde bulunulmuştur. Bu amaçla,
dünyanın en çok konuşulan 12 dili tespit edilmiştir: Çince, İngilizce,
İspanyolca, Almanca, Fransızca, Türkçe, Urduca, Arapça, Bengalce, Portekizce,
Rusça ve Japonca. Ardından, “kurumsal sürdürülebilirlik” terimi her birine
çevrilmiştir. Daha sonra, her çeviri images.google.com.tr adresinde görsel
aramada kullanılmıştır. Her dildeki ilk 50 sonuç analiz edilmiş ve temalar
halinde sınıflandırılmıştır. Sonuçlar, algıların dile ve kültüre bağlı olarak
değiştiğini göstermiştir. Algılar, bazı dillerde çevre yönetimi ve ekosistemin
korunması ile ilgili görseller üzerinden çevresel yönü; diğerlerinde ise insan
ve toplum görselleri üzerinden sosyal yönü vurgulamıştır.

Anahtar Kelimeler

kurumsal sürdürülebilirlik, kültürel farklar, görsel algı, resim, görsel içerik analizi

Kaynakça

• AUSTIN, Peter (2006). "Survival of languages", Twentyfirst Annual Darwin College Lecture Series 2006: Survival, Lecture 3: 3 February 2006, London: School of Oriental and African Studies.
• BANSAL, Pratima (2005). "Evolving sustainably: A longitudinal study of corporate sustainable development", Strategic Management Journal, 26(3): 197-218.
• BENN, Suzanne, DUNPHY, Dexter ve GRIFFITHS, Andrew (2006). "Enabling change for corporate sustainability: An integrated perspective", Australasian Journal of Environmental Management, 13(3): 156-165.
• DYLLICK, Thomas ve HOCKERTS, Kai (2002). "Beyond the business case for corporate sustainability", Business Strategy and the Environment, 11(2): 130-141.
• ETHNOLOGUE (2016). "Summary by language size", Erişim Tarihi: (https://www.ethnologue.com/statistics/size).
• FIGGE, Frank ve HAHN, Tobias (2012). "Is green and profitable sustainable? Assessing the trade-off between economic and environmental aspects", International Journal of Production Economics, 140(1): 92-102.
• GANESCU, Mariana Cristina (2012). "Corporate social responsibility, a strategy to create and consolidate sustainable businesses", Theoretical and Applied Economics, 19(11): 91-106.
• LEE, Ki-Hoon ve BALL, Robert (2003). "Achieving sustainable corporate competitiveness: Strategic link between top management's (green) commitment and corporate environmental strategy", Greener Management International, Winter(44): 89-104.
• MATIASEK, R. (2010). Corporate sustainability: Company strategies and consumers, (Yayımlanmamış Doktora Tezi), University of Graz, Graz, Austria.
• MOLINA-AZORÍN, José F., CLAVER-CORTÉS, Enrique, LÓPEZ-GAMERO, Maria D. ve TARÍ, Juan J. (2009). "Green management and financial performance: A literature review", Management Decision, 47(7): 1080-1100.
• MONTIEL, Ivan (2008). "Corporate social responsibility and corporate sustainability: Separate pasts, common futures", Organization & Environment, 21(3): 245-269.
• PIRNEA, Ionela Carmen, OLARU, Marieta ve MOISA, Cristina (2011). "Relationship between corporate social responsibility and social sustainability", Economy Transdisciplinarity Cognition, 14(1): 36-43.
• SCHALTEGGER, Stefan, HERZIG, Christian, KLEIBER, Oliver ve MÜLLER, Jan (2002). Sustainability management in business enterprises: Concepts and instruments for sustainable organisation development (3935630182), Bonn, The Federal Ministry for the Environment, Nature conservation and Nuclear Safety (BMU), Division for Environment and Economy: http://www2.leuphana.de/umanagement/csm/content/nama/downloads/pdf-dateien/nmu_fs_engl_final.pdf.
• SCHALTEGGER, Stefan, WINDOLPH, Sarah Elena, HARMS, Dorli ve HÖRISCH, Jacob (ed.) (2014). Corporate sustainability in international comparison: State of practice, opportunities and challenges, Cham: Springer International Publishing.
• SHARMA, Sanjay ve RUUD, Audun (2003). "On the path to sustainability: Integrating social dimensions into the research and practice of environmental management", Business Strategy and the Environment, 12(4): 205-214.
• SHRIVASTAVA, Paul ve HART, Stuart (1995). "Creating sustainable corporations", Business Strategy and the Environment, 4(3): 154-165.
• VAN MARREWIJK, Marcel (2003). "Concepts and definitions of CSR and corporate sustainability: Between agency and communion", Journal of Business Ethics, 44(2-3): 95-105.
• WAGNER, Marcus ve SCHALTEGGER, Stefan (2004). "The effect of corporate environmental strategy choice and environmental performance on competitiveness and economic performance: An empirical study of EU manufacturing", European Management Journal, 22(5): 557-572.
• WEBER, George (1997). "Top languages: The world’s 10 most influential languages", AATF National Bulletin, 24(3): 22-28. ZHANG, Feng, RIO, Maud, ALLAIS, Romain, ZWOLINSKI, Peggy, CARRILLO, Tatiana Reyes, ROUCOULES, Lionel, . . . BUCLET, Nicolas (2013). "Toward an systemic navigation framework to integrate sustainable development into the company", Journal of Cleaner Production, 54: 199-214.