The Routledge Handbook of Corporate Social Responsibility Communication

Description

This handbook is a resource for students, faculty, and researchers who are focused on understanding the role communication plays in the formation and execution of corporate social responsibility (CSR) activities. Bringing together authors who are thought-leaders and emerging scholars from diverse theoretical and methodological perspectives, it examines the issues central to CSR communication including: theoretical underpinnings, form and content of CSR messaging, the boundaries of engagement, and the tensions associated with CSR communication. It offers a unique combination of functional and formative approaches to CSR communication designed to expose readers to a blend of approaches. With attention to issues of diversity, equity, and inclusion, this handbook also explicitly addresses recent societal changes and how those changes will impact CSR communication research and practices in the future. Offering both a strong introduction to topics for novices as well as a more advanced interrogation of CSR communication for more knowledgeable readers, the handbook is appropriate for advanced students and researchers in public relations, strategic communication, organizational communication, and allied fields. Cover Half Title Series Page Title Page Copyright Page Contents Contributors CSR Communication Research - Praxis and Promise The Goals of the Handbook Structure of the Handbook Section I: Mapping the Field of CSR Communication Section II: Form and Content of CSR Communication Section III: Exploring Organizational Influences on CSR Communication Section IV: Exploring Social and Stakeholder Influences on CSR Communication Final Thoughts References Section I: Mapping the Field of CSR Communication 1. CSR Communication from a Public Relations Perspective Introduction Definitions of CSR and CSR Communication in Public Relations Theoretical and Methodological Framework of CSR Communication Research in Public Relations Unique Contributions of Public Relations to CSR Communication Research Challenges and Future Directions of CSR/CSR Communication Research in Public Relations Discussion Questions References 2. Organizational Communication and Corporate Social Responsibility: Critical Perspectives and Reflections on the Public Good Introduction Ethics and the Public Good as the Foundation of CSR Rethinking CSR Scholarship from a Critical Perspective The Future of CSR from a Critical Perspective Discussion Questions References 3. CSR Communication from a Rhetorical and Semiotic Perspective Introduction Rhetoric and Semiotics Defined Roots in the Ancient Rhetoric The New Rhetoric Semiotics and Its Plurality Rhetoric, Semiotics, and CSR: Strands of Research Rhetorical Approaches: Trends and Examples Semiotic Approaches: Trends and Examples Future Development Multimodality, Quantitative Approaches, and AI Platformization and Stakeholders' Networks Conclusion Discussion Questions References 4. Communicating CSR across Cultures: From Global and Local to Glocal Challenges Definitions, Conceptualizations, Paradigms, and CSR Communication Paradigms of CSR Communication Research The Concept of Glocal CSR Communication CSR Communication Research across Cultures Culture at the National Level Implications of National Culture for MNCs CSR Communication of MNCs in the Context of Thailand The Roles of CSR and CSR Communication among Practitioners in Thailand The Roles of CSR Communication among Communication Researchers in Thailand Successful Glocal CSR Communication: The Case of Starbucks Implications for CSR Communication within Glocal Contexts Discussion Questions References 5. Articulating the Value of an Institutional Perspective in CSR Communication Research Introduction Connecting Business to Society Tenets of Institutional Theory for CSR Communication Research Rational Myths Isomorphic Pressures Institutional Work Institutional Entrepreneurship Institutional Logics Institutional Messages Selected CSR Communication Studies A CSR Communication Institutional Theory Research Agenda The Process of Institutionalization CSR as a Case of Integrating Values and Structures Communicatively Constituting Field Boundaries Conclusion Discussion Questions References 6. Constitutive Views on CSR Communication: The Communicative Constitution of Responsible Organization, Organizing, and Organizationality Introduction What Is CCO? Implications of CCO Scholarship for CSR Communication The Communicative Constitution of the Organization The Communicative Constitution of Organizing The Communicative Constitution of Organizationality Conclusion and Outlook The Role of Tensions as a Driver for CSR Communication The Role of Temporality in Constructing CSR Communication The Performativity of Non-Communication/Silence Discussion Questions References 7. Toward a Multi-Dimensional Network Model of CSR Initiatives Introduction CSR as Multi-Dimensional Interorganizational Networks Interorganizational CSR Networks Multi-Dimensionality of Interorganizational CSR Networks Resource Dimension Value Dimension Interest Dimension Interorganizational Network Ecology and Niche CSR Initiative Networks as a Form of Interorganizational Networks Organizational Ecology Theory A Multi-Dimensional Network Model of CSR Initiative Networks Blau Space and Multi-Dimensionality Toward a Multi-Dimensional Model of CSR Initiatives as Blau Space Tie Formation in Blau Space Evolution in Blau Space Discussion and Implications Theoretical Contributions Methodological Implications Practical Implications Discussion Questions References 8. A Conversation about Three Key yet Underexplored Tensions in Contemporary Notions of CSR Communication Introduction Voluntary CSR Given Priority over Regulatory CSR Conversation 1: The Voluntary/Regulatory CSR Communication Tension Cynthia Mette Cynthia Transparency Is Good and Opacity Is Bad Conversation 2: The Transparency - Opacity CSR Communication Tension: Mette Cynthia Mette CSR Action Is Superior to CSR Talk Conversation 3: The Talk-Action CSR Communication Tension Mette Cynthia Mette Conclusion Notes References Section II: Form and Content of CSR Communication 9. CSR Communication Message Effects Introduction Theoretical Approaches to Examining CSR Message Effects Attribution Theory Signaling Theory Narrative Theory Other Theories Methodological Approaches to Studying CSR Message Effects CSR Message Strategies Fit Transparency Authenticity Contextual Factors Influencing CSR Message Effects Conclusion and Future Directions Discussion Questions Notes References 10. Visual Strategies for CSR Communication Introduction Visual Strategies: Modality Visual Strategies: Visual Framing Human-Interest Visual Framing Emotional Visual Framing Dimensional Emotions Discrete Emotions Visual Strategies: Brand Visibility Conclusion Discussion Questions References 11. CSR Communication and the Commodification of Compassion Introduction New World of CSR: Commodifying Compassion or Doing Well by Doing Good Co-opting Compassion through CSR and CSR Communication Activities CSR Communication as an Inspiring Motivator: Constructing Aspirational Actors through Motivational Framing Hollowed-Out Effects of Commodified Compassion Macrolevel Effects Microlevel Effects Concluding Remarks and a Look Ahead Discussion Questions References 12. CSR Communication and Social Media Introduction Social Media Scrutiny and Challenges to Corporate Legitimacy Dialogic CSR Communication and Community Identification Dialogic CSR Communication on Social Media Community Identification through Dialogic CSR Communication Social Media-Based Factors Impacting CSR Message Effectiveness Social Media Liking and Sharing as CSR Endorsement User-Generated Content in Social Media CSR Communication Emerging Topics in Social Media CSR Communication Corporate Social Advocacy on Social Media Employees' Role in Social Media CSR Communication Use of Social Media Data in CSR Communication Research and Practice Conclusion Discussion Questions Acknowledgment References 13. CSR and Crisis Communication: Exploring the Research on CSR Crisis Communication Introduction Echoes of Prior Reputation: CSR as a Crisis Buffer or Burden Overview of the Prior Reputation Research CSR and Crisis Communication Explores Buffers and Burdens CSR as a Form of Risk Summary CSR and Crisis Response Strategies CSR and Crisis Types CSR as a Crisis Type Crisis Communication Guidance Conclusion and Future Research Directions Discussion Questions References 14. Corporate Social Advocacy Corporate Social Advocacy Examining the Historical Tenets of CSA Evolving Goals and Strategies: Adding the "Social" to Corporate Advocacy CSA and CSR: Overlap and Divergence Corporate Relationship with the Advocated Issue Stakeholder Alignment with Corporate Values Increased Consumer Expectations and the Growth of CSA Research CSA and the Role of Corporate Values Engagement with Stakeholders Directions for Future Research Democratic Dialogue The Role of Accountability CSA Culturally and Internationally Conclusion Discussion Questions References 15. A Conversation about Conceptual and Methodological Challenges in CSR Communication Research Topic 1: Defining CSR Topic 2: The Origin and Use of the Terms "Stakeholders" and "Publics" Topic 3: Methodological Directions for CSR Communication Research Notes References Section III: Exploring Organizational Influences on CSR Communication 16. CSR Communication in Stigmatized Industries Introduction Conceptual Foundation: Individual Stigma and Organizational Application Industry Stigmatization: Terminologies, Criteria, Affected Industries, and Changes Strategies for Overcoming Industry Stigmatization and CSR Communication Main Research Themes: Firm and Message Congruency and Attribution of Motives Additional Research Contexts Future Research Directions Discussion Questions References 17. Toward a Relational CSR Model: CSR Communication of Global Fortune 100 during COVID-19 Pandemic Introduction The Conceptual Evolution of the Pyramid of CSR COVID-19 Response Communication of Global Fortune 100: A Case Study Insights from the Case Study Analysis: CSR Communication during COVID-19 Pandemic Creating a Corporate Pandemic Response Discourse Employees as the Main Beneficiary of Pandemic Response: "Protecting Our Employees" "Supporting the Communities" We Live and Work Redefining the Pyramid of CSR in Response to COVID-19 Toward a Relational and Communicative CSR Future Research Conclusion Discussion Questions References 18. Corporate Social Responsibility in Small- and Medium-Sized Fast-Growth Private Firms: How Is CSR Conceived, Enacted, and Communicated? Introduction Private Firms The Private SME Study Findings Ethical Values - Honesty, Fairness, Integrity, and Transparency Care Respect for Employees and the Value They Bring Collaboration A Virtuous Cycle - Ethical Values, Trust, and Performance Discussion and Conclusion Discussion Questions Acknowledgments References 19. Overcoming the Dark Side of CSR Communication and Employee Relations Introduction CSR and Its Communication CSR Communication and Employee Relations CSR, Ethical Corporate Identity, Employee Identification, and Identity Control CSR, Work Meaningfulness, and Work Addiction CSR, Technologies, and Employee Ill-Being CSR, Monophonic Corporate Voice, and Polyphonic Employee Voices Future Research Directions Discussion Questions References 20. CSR Communication and Organizational Leadership: How Does CSR Communication Contribute to Responsible Organizational Leadership? Introduction Stakeholder Pressure for CSR and Sustainability Linking CSR and Organizational Leadership How Does CSR Communication Contribute to Responsible Organizational Leadership? CSR Communication CSR Communication, Change, and Organizational Leadership CSR as a Tool - The CSR Purpose and Motive as a Driver of CSR Communication CSR as a Process - Social Interaction as a Driver for CSR Communication CSR as Social Transformation - Visions as a Driver for CSR Communication CSR Communication as Responsible Organizational Leadership Discussion and Concluding Remarks Discussion Questions References 21. Organizational History and CSR Communication Introduction Literature Review Functionalistic Approaches: Corporate History as a Strategic Resource Constructivist Approaches: Corporate Histories as Contested Narratives and Responsibilities Strategic Tool or Responsibility? Tensions and Contradictions Selective Remembering and Forgetting of Positive and Negative Corporate History Control and Boundaries of Corporate History Directions for Future Research A Matter of Self-Defense or an Invitation to Meaningful Reconciliatory Dialogue? Discussion Discussion Questions References 22. A Conversation about the Communicative Constitution of CSR and Its Implications for Business and Society Topic 1: The Meaning of Corporate Social Responsibility Topic 2: The Role of Communication in/on CSR Topic 3: The Role of Actors and Material Conditions in Shaping, Limiting, Enabling, or Amplifying a Corporation's Social Responsibility Topic 4: The Unique Contributions of Communication Scholarship about CSR Notes References Section IV: Exploring Social and Stakeholder Influences on CSR Communication 23. CSR Communication and Legitimacy Creation Legitimacy: Conceptualization and Application Legitimacy Creation and CSR Partnerships Corporate-Nonprofit Partnerships Corporate-Corporate Partnerships Sport Partnerships Measuring Legitimacy: A Path Forward Method Results Discussion Future Directions for CSR Legitimacy Research Discussion Questions Notes References 24. Understanding CSR Partnership Communication from a Portfolio Approach Introduction Understanding CSR Partnerships from a Communication Perspective A Portfolio Approach CSR Partnership Portfolio Configurations Size Diversity Relationship Research Gaps and Future Directions Discussion Questions References 25. The Collaboration Communication Conundrum: NGOs as CSR Actors, Beneficiaries, and Adversaries Introduction NGOs as CSR Actors NGOs as CSR Beneficiaries NGOs as CSR Adversaries Tensions Regarding Global vs. Local CSR Distrust About Genuine Motives and Capacity Strategy to Navigate Competing Demands in NGO-Business Partnerships Precollaboration During collaboration Future Research Directions Discussion Questions References 26. CSR in the Community: Implications for Communication, Development, and Engagement Introduction Corporations in the Community Factors Confounding CSR in Communities Parameters of "Community" Socioeconomic and Political Volatility PSE Status as Double-Edged Sword Engaging a Divided Community: The Paradox of Participation and Power Engagement Via Cautious Communication Implications and Future Research Conclusion Discussion Questions Notes References 27. Contesting the Meaning and Boundaries of "Safety" as CSR in the Mining Industry Introduction Stakeholder Theory The Boundaries of Corporate Social Responsibility Mesabi Iron Range and Iron Company Case Study "Not Your Grandpa's Mine" "It's Mining" Socialization as Safety The Safe Production Paradox COVID as Safety Future Research Conclusion Discussion Questions References 28. Controversial Corporate Social Responsibility: The Challenge Ahead? Introduction CSR in 2021 CSR, ESG, and Purpose Climate Crisis Natural Resources Environmental Action Is Needed CSR Communication Ideology Versus Reality First Step Forward: Stakeholder Engagement Discussion Questions Notes References 29. A Conversation About the Future of CSR Communication Research Topic: What is the Future of CSR Communication Research? Notes References Index