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The communicative stance of CSR: reflections on the value of CSR communication

Ursa Golob (Department of Marketing Communication and Public Relations, University of Ljubljana, Ljubljana, Slovenia)
Natasa Verk (Department of Marketing Communication and Public Relations, University of Ljubljana, Ljubljana, Slovenia)
Anne Ellerup-Nielsen (Department of Business and Social Sciences, Aarhus University, Aarhus, Denmark)
Christa Thomsen (Department of Business and Social Sciences, Aarhus University, Aarhus, Denmark)
Wim J.L. Elving (Department of Communication, Amsterdam School of Communications Research, Amsterdam, The Netherlands)
Klement Podnar (Department of Marcom and PR, University of Ljubljana, Ljubljana, Slovenia)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 3 April 2017

3225

Abstract

Purpose

The purpose of this paper is to introduce the third special issue on corporate social responsibility communication (CSRCom). In this editorial, the authors take the opportunity to share the latest knowledge, research and insights on CSRCom as presented at the third International CSR Communication Conference held in Ljubljana 17-19 September 2015.

Design/methodology/approach

Many efforts have been made to map the research field of CSRCom. Two major ontological streams seem to stand out in CSRCom research: functionalism vs constructivism. In this editorial, the authors describe each of them, address the factors which contributed to their implementation within the CSRCom field and provide a rationale for bridging the two approaches.

Findings

The papers selected for the issue demonstrate that recent studies of CSRCom are anchored both in functionalism and constructivism but that the attention towards using CSRCom in organisational processes of collaboration and networking is growing. This growth is aligned to the changes in the wider social environment. In this editorial, the authors are bridging both approaches and relating them to the most recent developments in CSR and CSRCom.

Originality/value

This paper concludes that a growing body of empirical studies contributes to an increased understanding of how both functionalistic and constitutive perspectives are relevant and provide key insights for communication managers. It also accentuates the idea that the ability to expand the understanding of CSRCom from that of a means to an end to one, according to which communication represents an important end/goal in itself, that can play a crucial role in dealing with the growing complexity of CSR processes.

Keywords

Citation

Golob, U., Verk, N., Ellerup-Nielsen, A., Thomsen, C., Elving, W.J.L. and Podnar, K. (2017), "The communicative stance of CSR: reflections on the value of CSR communication", Corporate Communications: An International Journal, Vol. 22 No. 2, pp. 166-177. https://doi.org/10.1108/CCIJ-03-2017-0019

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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