Corporate Social Responsibility and Newspaper Coverage - a Case of High Technology Industry

• Main Authors: Shu-Yun Chao, 趙書筠
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/x2u3gp

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 96 === Corporate social responsibility (CSR) has attracted much awareness in Taiwan for these years. The creation of rewards for CSR, non-profit events covered by mass media, or CSR requirement to supply chain by international companies, all above are showing that CSR has become an essence for successful companies. There are more and more companies view CSR as an important part of their corporate marketing to promote their images through mass media; meanwhile mass media plays a critical role of conveying corporate message to public. Reporting of mass media will influence public recognition on companies and their CSR activities. For public, positive reporting on CSR activities not only promotes corporate images but also has the third party endorsement effect. However, past researches lack the viewpoints from mass media and public relations to examine CSR related issues; therefore this research will take high technology industry as an example to understand what mass media would like to and be glad to cover on CSR topics; besides will also analyze the media’s point of view when reporting those topics and other influential factors. Adopting content analysis method, this research focuses on high technology news reported in Chinese Times and Economic News between 1996 and 2006 with sampling 373 pieces of news for assessment and analysis. The result shows that, as social context changing, newspapers are getting more and more emphasis on CSR; Not only huge increase in quantity but also changing the way handling CSR related news. It has been becoming the important headlines from financial news in the past. This research shows that, in the content of reporting, newspapers focus on Altruism issues of large corporate meanwhile they tend to focus on egoism issues of small and medium corporate. Besides, mass media used to mostly report environmental issues and now changing concerns to minority groups. As for the implementation perspective of CSR, by sponsoring or holding activities, companies will attract mass media reporting the most. In perspective of different industries, 3C industry, directly contacting with end consumers, is easier to gain more mass media attention than other industries. In the last, this research also found out that newspaper has been covering more altruism, commentary and neutral and negative news than it did ten years ago, which shows that mass media is getting capability to supervise companies to fulfill their CSR responsibility.