Understanding corporate social responsibility

Abstract

Purpose – To explain how communication studies can contribute to the practical and theoretical development of corporate social responsibility (CSR). Design/methodology/approach – Adopts a social constructionist perspective to examine the communication studies literature. Findings – Many people know very little about CSR – and don’t care much about it anyway. But those that do – and that can include some very different special interest groups – not only care but also have their own distinctive view of what CSR means. This presents corporations with a real challenge if they want to be seen as socially responsible and win the support of stakeholders and other groups that can influence their progress. Studying communication reveals themes that can contribute to the effective and meaningful development of CSR. Practical implications – Draws attention to the implications of dialogue between the corporation and stakeholders on CSR issues, the need for transparency and the relevance of complexity theory to CSR practice. Social implications – Notes that “truth” is socially constructed and that perceptions of reality in any situation depend on who takes part in the dialogue and what their starting point and initial beliefs were. Originality/value – Identifies four key contributions to CSR theory and practice drawn from communication studies. Comments that corporations can use these “four aces” to frame their responses to stakeholder CSR concerns more effectively or alternatively, to manipulate the situation.