A rhetorical multimodal analysis of sustainability reports in the healthcare industry : the case of Health Italia SpA

This research presents a comprehensive and systematic methodology for analysing sustainability reports in the healthcare sector through a multimodal rhetorical analysis. The objective is to contribute to the advancement of research by offering a method that effectively assesses the persuasiveness of sustainability reporting, while providing managerial implications and best practices for report drafting. The study focuses on sustainability reports of Health Italia SpA, an Italian healthcare company. Drawing upon the multimodal rhetorical framework, the methodology allows for an in-depth ex-amination of textual and visual elements present in the report, including graphics, lay-out, images, and textual composition. The research highlights the significance of the proposed multimodal rhetorical analysis in capturing the complexity of sustainability reporting and understanding the persuasive techniques employed. By analysing the re-port, the study identifies rhetorical styles and registers utilized by the healthcare organization, providing valuable insights into its communication strategies. The implications of this research extend to the managerial stances, offering guidance for enhancing the persuasiveness and effectiveness of sustainability reporting practices in the healthcare industry. The findings provide insights for researchers, practitioners, and managers, facilitating the adoption of best practices in sustainability reporting, ultimately contributing to more persuasive and impactful communication on sustainability issues.