The chapter applies the concept of “asymmetrical warfare” from conflict studies within the media and communications tradition to provide a fresh revaluation of the term “PR war,” It offers a rare focus on online efforts by activist to subvert CSR-related branding, marketing, and communications. Discussion of the use of parody alongside factual and emotional arguments to challenge corporate hegemony also provides revealing insights.
McQueen, D. (2015), "CSR and New Battle Lines in Online PR War: A Case Study of the Energy Sector and its Discontents", Corporate Social Responsibility in the Digital Age (Developments in Corporate Governance and Responsibility, Vol. 7), Emerald Group Publishing Limited, pp. 99-125. https://doi.org/10.1108/S2043-052320150000007008Download as .RIS
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