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Perceptions and perspectives: corporate social responsibility and the media

Perceptions and perspectives: corporate social responsibility and the media Purpose – The purpose of this research is to develop understanding of Corporate Social Responsibility (CSR) and the Media. It reports on differing media interpretations, perceptions and perspectives of CSR and how they are prone to shift and change in part depending on the perceived definition and issue(s) discussed. Design/methodology/approach – The article reports on primary research findings that constitute a baseline study from which intra‐ and inter‐national comparative analysis of CSR and the media might in future studies be progressed. Qualitative and quantitative data are used to gain insight to competing definitions and definitional components of CSR. Findings – The media view organisations' engagement with CSR through one or more of five possible orientations: Conformist, Cynic, Realist, Optimist and Strategic Idealist. These theoretical constructs are explained and their utility and usefulness as tools of practical analysis explored through application. Despite being open to positive news coverage media reports of CSR issues are largely negative in tone and the tension inherent to the Corporate Social Irresponsibility (CSI) and CSR dualism is alluded to. Originality/value – Exploring how the media interprets and understands CSR the article will be of interest and relevance to public relations and communication practitioners, policy makers and the academic community. Existing theoretical models, concepts and frameworks have the potential to be further developed and informed by these practice‐based primary research findings. “Real‐world” application has the potential to shape, guide and inform theoretical constructs. The article is set in the context of increasing media interest in CSR and the primary data whilst informing theoretical frameworks also furthers understanding of the concept from academic, business practitioner and stakeholders' perspectives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Perceptions and perspectives: corporate social responsibility and the media

Journal of Communication Management , Volume 11 (4): 23 – Nov 20, 2007

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References (20)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540710843940
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this research is to develop understanding of Corporate Social Responsibility (CSR) and the Media. It reports on differing media interpretations, perceptions and perspectives of CSR and how they are prone to shift and change in part depending on the perceived definition and issue(s) discussed. Design/methodology/approach – The article reports on primary research findings that constitute a baseline study from which intra‐ and inter‐national comparative analysis of CSR and the media might in future studies be progressed. Qualitative and quantitative data are used to gain insight to competing definitions and definitional components of CSR. Findings – The media view organisations' engagement with CSR through one or more of five possible orientations: Conformist, Cynic, Realist, Optimist and Strategic Idealist. These theoretical constructs are explained and their utility and usefulness as tools of practical analysis explored through application. Despite being open to positive news coverage media reports of CSR issues are largely negative in tone and the tension inherent to the Corporate Social Irresponsibility (CSI) and CSR dualism is alluded to. Originality/value – Exploring how the media interprets and understands CSR the article will be of interest and relevance to public relations and communication practitioners, policy makers and the academic community. Existing theoretical models, concepts and frameworks have the potential to be further developed and informed by these practice‐based primary research findings. “Real‐world” application has the potential to shape, guide and inform theoretical constructs. The article is set in the context of increasing media interest in CSR and the primary data whilst informing theoretical frameworks also furthers understanding of the concept from academic, business practitioner and stakeholders' perspectives.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Nov 20, 2007

Keywords: Perception; Corporate social responsibility; Information media

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