News about corporate social responsibility CSR

Authors: Lisa Tam

Publish Date: 2015/06/30

Volume: 4, Issue: 2, Pages: 117-130

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Abstract

Due to the lack of a standard definition for the concept of corporate social responsibility CSR various discourse communities have assigned different meanings to it Based on the intermedia agenda setting theory this study examines the extent to which CSRrelated news releases published by the two electricity providers in Hong Kong have influenced press coverage over a 6year period between 2006 and 2011 A total of 202 news releases and 1045 news articles were contentanalyzed based on the following mutually exclusive categories of CSRrelated news events operations education community products and services recognition environment and donations and sponsorships This study found that operationsrelated and products and servicesrelated news releases were more likely to be reported in the press Recognitionrelated news releases were the least likely to be reported Based on the findings this study posits that two criteria would determine whether a CSRrelated news release is likely to be covered in the press the extent to which the news events are relevant to the core operations of the corporations and the extent to which the news events make an impact on society

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