Communicative Dynamics and the Polyphony of Corporate Social Responsibility in the Network Society

TitleCommunicative Dynamics and the Polyphony of Corporate Social Responsibility in the Network Society
Publication TypeJournal Article
Year of Publication2013
AuthorsCastello I., Morsing M., Schultz F.
JournalJournal of Business Ethics
Volume118
Issue4
Pagination683-694
Date PublishedDec
Type of ArticleArticle
ISBN Number0167-4544
Accession NumberWOS:000328069600001
KeywordsBUSINESS, communication, Communicative view, CREDIBILITY, CSR, framework, INTERNET, legitimacy, MANAGEMENT, media, Network society, perspective, political-participation, public sphere
Abstract

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.

DOI10.1007/s10551-013-1954-1