ABSTRACT

Applying media effects and attributions to news coverage of corporate social responsibility (CSR) issues, this content analysis examines recent CSR news in the United States. Results showed that the news media presented CSR activities positively with episodic events, offering proactive solutions to social problems, particularly when the media attributed CSR to corporate motives for social benefits. Opposing results were detected when the media inferred corporations’ business motives from CSR activities. Further, the general non-business media favorably described CSR cases with social motives and episodic events, whereas the business-specific media critically portrayed business motives and thematic issues behind CSR activities. Study implications are discussed.

摘要

将媒体效应和归因应用于企业社会责任 (CSR) 问题的新闻报道，该内容分析检查了美国最近的 CSR 新闻。结果表明，新闻媒体通过偶发事件积极报道企业社会责任活动，为社会问题提供积极的解决方案，尤其是当媒体将企业社会责任归因于企业的社会利益动机时。当媒体从企业社会责任活动中推断企业的商业动机时，发现了相反的结果。此外，一般非商业媒体积极描述具有社会动机和偶发事件的 CSR 案例，而商业特定媒体则批判性地描述企业社会责任活动背后的商业动机和主题问题。讨论了研究意义。