Reconciliation or reputation: critical analysis of commercial sector commitments and framing in reconciliation action plans.

Reconciliation action plans (RAPs) are increasingly used by commercial organizations in Australia to demonstrate commitment to Aboriginal and Torres Strait Islander peoples. Framed as tools to promote understanding and address historical injustice, these documents also serve organizational interests, particularly in reputation management and corporate social responsibility (CSR). This research critically examined the structure, practices, portfolios, resources, and transparency of high-level RAPs of for-profit organizations operating in the state of Queensland, Australia. Drawing on frame analysis, critical discourse analysis (CDA), and commercial determinants of health frameworks, this study explored how reconciliation and associated commitments are defined, justified, and operationalized within corporate discourse. The analysis showed that resource-rich corporations leveraged their power to manage reconciliation as a corporate asset rather than address structural inequities. Five overlapping frames, 'instrumental reconciliation, performative accountability, symbolic leadership, truth signalling, and substantive recognition', were identified through which reconciliation is positioned within corporate discourse of legitimacy, measurement, and control. While many organizations adopt languages of codesign, self-determination, and cultural safety, translation into demonstrable processes and measurable outcomes remains inconsistent and limited. These findings highlight how RAPs can both provide entry points for engagement while simultaneously reinforcing existing power relations. The research contributes to understanding the commercial determinants influencing Aboriginal and Torres Strait Islander health and wellbeing, calling for stronger accountability, transparency, and Aboriginal and Torres Strait Islander leadership within corporate reconciliation agendas.