I have not been able to find any signs in the section which could indicate the use of the sixth move structure. It may be argued that the usage of pressure tactics move structure has been excluded as it is not applicable to the genre in which the CSR and Sustainability report belongs (appendix 3). Furthermore, it may also be said that the ulterior motive which forms the basis of the report is to present and portray the company in the best possible way. Therefore, the report arguably attempts to make McDonalds appear as a socially responsible company by emphasizing on its involvement in CSR initiatives and the supposedly common focus to decrease the obesity epidemic. Therefore, the usage of the sixth move would perhaps have come across as offensive and inappropriate, and is, according to Bhatia, also more common to find within the advertising genre . Lastly, the seventh move which is the ending of the text can arguably be found on page 33, even though this is not the final conclusion to the report. It says at the bottom of the page Food “Good Where we’re going” . This is arguably very comparable to the opening of the section which as – mentioned in the first move structure is Food What we’re building on” . It may be argued “Good – that with this move structure it provides the section with coherence, as it ends the section the same way it opened it. It may also be added that by ending the section with the abovementioned statement, it also indicates and admits that this is a working progress and it can always do better. The latter can again also show signs of its to be held accountable for the quality of and “willingness long-term safety of [its] products” . Summing up, the Food section of the McDonalds CSR and Sustainability Report 2012-13 does contain elements which indicate the usage of the seven step move structures apart from the sixth step, and as argued this is possibly due to the overall communicative purpose and message of the report which is to provide information to its stakeholders in a way that will spur its trustworthiness and ultimate contribute to enhance brand value. As argued in section 2.2.2.1 Bhatia states that the can appear in a different order than they are presented; and this also seems to be evident in my findings of the appearing move structures. Indications of the second move seem to appear throughout the section with the focus of its food; however this is, arguably, expectable as its initiatives are based upon its products and matter of
I have not been able to find any signs in the section which could indicate the use of the sixth move structure. It may be argued that the usage of pressure tactics move structure has been excluded as it is not applicable to the genre in which the CSR and Sustainability report belongs (appendix 3). Furthermore, it may also be said that the ulterior motive which forms the basis of the report is to present and portray the company in the best possible way. Therefore, the report arguably attempts to make McDonalds appear as a socially responsible company by emphasizing on its involvement in CSR initiatives and the supposedly common focus to decrease the obesity epidemic. Therefore, the usage of the sixth move would perhaps have come across as offensive and inappropriate, and is, according to Bhatia, also more common to find within the advertising genre . Lastly, the seventh move which is the ending of the text can arguably be found on page 33, even though this is not the final conclusion to the report. It says at the bottom of the page “Good Food – Where we’re going” . This is arguably very comparable to the opening of the section which as mentioned in the first move structure is “Good Food – What we’re building on” . It may be argued that with this move structure it provides the section with coherence, as it ends the section the same way it opened it. It may also be added that by ending the section with the abovementioned statement, it also indicates and admits that this is a working progress and it can always do better. The latter can again also show signs of its “willingness to be held accountable for the quality of and long-term safety of [its] products” . Summing up, the Food section of the McDonalds CSR and Sustainability Report 2012-13 does contain elements which indicate the usage of the seven step move structures apart from the sixth step, and as argued this is possibly due to the overall communicative purpose and message of the report which is to provide information to its stakeholders in a way that will spur its trustworthiness and ultimate contribute to enhance brand value. As argued in section 2.2.2.1 Bhatia states that the can appear in a different order than they are presented; and this also seems to be evident in my findings of the appearing move structures. Indications of the second move seem to appear throughout the section with the focus of its food; however this is, arguably, expectable as its initiatives are based upon its products and matter of
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