دانلود رایگان مقاله چارچوب CSR مناسب: فعالیت مسئولیت اجتماعی شرکت توسط رسانه خبری پوشش داده می شود

abstract

This research provides a basis for understanding how the contents of media coverage about CSR activities relates to the fit between these CSR activities and the organizations’ core activities. In two steps, 513 news articles about organizations’ CSR activities were analyzed. First, an expert review determined the fit between the CSR initiatives presented in the news articles and the core business of the organizations pursuing these initiatives. Second, a quantitative content analysis measured tone and framing of the news articles. The results reveal that while CSR fit does not influence tone, it does partly impact the framing of the media coverage, as CSR fit leads to a positive framing of organizations and their CSR activities. However, vice versa, CSR misfit does not necessarily lead to a negative representation of organizations and their CSR in the media coverage. In order to maximally benefit from their CSR activities and achieve optimal media coverage, organizations are advised to not only engage in CSR, but seek to implement initiatives that are well integrated into their core business.

5. Discussion

5.1. Main findings and conclusions This research provides a basis for understanding how the fit between organizations’ CSR activities and their core activities relates to the contents of media coverage. In line with earlier research into the effects of CSR fit on stakeholders (e.g., BeckerOlsen et al., 2006; Bloom et al., 2006; Drumwright, 1996; Ellen et al., 2000; Elving, 2013), it was expected that CSR fit would influence the way media describe organizations and their CSR activities. The results of this study partly confirm this expectation. First, and in line with Buhr and Grafström’s (2007) findings, most news articles about organizations and their CSR activities had a positive tone. CSR fit is found to be predictive of a neutral tone, and when CSR initiatives fit organizations’ core business, the likelihood increases that the most positive frame possible (strategic idealist) is used in news articles. Based on these observations, one can conclude that CSR fit positively impacts media coverage with regard to framing. CSR misfit, however, does not necessarily lead to a negative framing of organizations and their activities.