Media Coverage of Corporate Social Responsibility

Abstract

Efforts to encourage corporate social responsibility generate kudos, controversy, and media coverage. This paper offers a brief analysis of how journalists use the term to describe the impacts of firm behavior on the economy, society, and environment. I first review the many theories and definitions of corporate social responsibility (CSR).i Debates about CSR in academia, policy circles, and business arenas center on the set of policy issues involved, stakeholders affected, company motivations for participation, and implementation questions. After describing the likely market for CSR stories, I examine how reporters across countries and media outlets differ in their focus on issues, stakeholders, motivations, and implementation in CSR reporting. Results from the content analysis demonstrate how economic incentives shape CSR stories and suggest how coverage might change if more information were readily available on the impact of CSR.