The industrial company Alteo in Gardanne (France) has been the subject of a major controversy about its discharge into ecosystems of industrial residues-red mudparticularly in the Calanques National Park (Marseille). The objective of this research work is to analyze how the industrial company has managed (or not) to legitimize itself through its discursive communication and its actions towards its stakeholders. These stakeholders were, in fact, the bearers of various criticisms against the company, that over the years had to respond to them with actions aimed at adapting to the changing expectations of its environment. This controversy is characterized, moreover, by a high visibility of the environmental impacts of the industrialist and by a strong use of images and visuals which have impacted the legitimation strategies and logics involved. The poster presents the theoretical analysis framework of the research, the qualitative methodology by case study conducted over the period 2014-2021 and the discourse analysis developed, as well as the first results or avenues of results emanating from this research in management science.