دانلود رایگان مقاله از انسان اقتصادی به انسان محاوره ای: بازخوانی استفاده از رسانه های اجتماعی در ارتباطات CSR

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This essay explores corporate social responsibility (CSR) communication through social media. Today, corporations across the world enact CSR campaigns and use social media as one tool to tell their story of social responsibility. Yet, social media’s strength as a relationship-building tool is not being realized as CSR activities are often communicated unidirectionally. This essay suggests alternative ways of thinking about social media in CSR. The essay offers a framework for using social media that goes beyond the one-way, monological, Homo Economicus based practices that characterize current social media use in CSR. The perspective proposed, Homo Dialogicus, focuses on interactive communication practices,that will help organizations move forward in building ethical organization–public relationships via social media.

6. Conclusions and ways forward

The public relations scholarship, after extensive research, has concluded that social media (defined usually as Twitter and Facebook) are not dialogic. This is not surprising, since the infrastructure of the current social media sites does not facilitate relationship building or CSR activities. This essay offers an alternative framework that goes beyond the one-way, Homo Economicus model that characterizes current social media use. The new model, Homo Dialogicus, helps public relations move forward in building ethical CSR relationships via social media. The Homo Dialogicus approach moves public relations away from advertising, marketing, and brand promotion, and focuses on the social and humane aspects of communication. Dialogue is no panacea. Every communication approach has plusses and minuses for sharing information and creating meaning (cf., Daft & Lengel, 1986). The dialogic use of social media will yield more committed and stronger organization–public relationships, and shift the focus of public relations back to communication and relationships rather than marketing and advertising. The real benefit emerges when corporations make better decisions, act more ethically, and in general, improve the world they share with all of us.