Add to ORKGThe thesis deals with corporate culture and its concrete application in corporate discourse. In this work, corporate values, such as the core of corporate culture, are understood as a central element for employee motivation and belonging to a given corporate culture, and this can be achieved through discourse. These assumptions are based on structural-functional theory, on which the whole theoretical framework is based. In the form of a critical discursive analysis, this work attempts to explain what specific discursive practices the company's managers develop in building its reputation and whether their moral values are in line with those corporate ones. Furthermore, if they manifest them in their actions in any specific way. The aim is th...