|Title||Communicative Dynamics and the Polyphony of Corporate Social Responsibility in the Network Society|
|Publication Type||Journal Article|
|Year of Publication||2013|
|Authors||Castello I., Morsing M., Schultz F.|
|Journal||Journal of Business Ethics|
|Type of Article||Article|
|Keywords||BUSINESS, communication, Communicative view, CREDIBILITY, CSR, framework, INTERNET, legitimacy, MANAGEMENT, media, Network society, perspective, political-participation, public sphere|
This paper develops a media theoretical extension of the communicative view on corporate social responsibility by elaborating on the characteristics of network societies, arguing that new media increase the speed and connectivity, and lead to higher plurality and the potential polarization of reality constructions. We discuss the implications for corporate social responsibility of becoming more polyphonic and sketch the contours of "communicative legitimacy." Finally, we present this special issue and develop some questions for future research.