CSR Online and in Real Terms: A Critical Analysis of Controversial Sectors in Hungary
Corporate Social Responsibility in the Digital Age
ISBN: 978-1-78441-582-2, eISBN: 978-1-78441-581-5
Publication date: 28 March 2015
Abstract
Purpose
Online CSR communication of top Hungarian companies has been analysed, aiming at the exploration of the internal and external consistency of corporate communication practices.
Methodology/approach
Critical discourse analysis was implemented in the research of selected corporate web pages and social media presence of the companies in the sample. Then a comparison of online disclosure and the unethical/illegal activities of selected industries – telecommunication, construction and retail – was made.
Findings
No positive correlation between the culpability and the intensity of online CSR communication was detected. Therefore, it is not confirmed that disclosure of socially responsible activities and principles on the web is a mere corporate lip service. However, in certain highly controversial industries companies intensively communicate about their CSR actions on the one hand, and commit different forms of misconduct on the other.
Research limitations/implications
Our methodology certainly has limitations since we registered only a few forms of unethical behaviour. Additionally, our focus was on large Hungarian companies, therefore the opportunity for generalization is limited.
Practical implications
Our findings show remarkable dissonances in CSR communication and point to a rhetoric-reality gap that needs more attention from practitioners as well.
Originality/value
Applications of critical discourse analysis of online CSR communication is relatively rare, only few studies have been conducted so far to explore potential dissonances and contradictions within online communication and between communication and real activities.
Acknowledgements
Acknowledgements
This study is part of the ‘Trends in Corporate Social Responsibility in Hungary’ research project funded by the Hungarian Scientific Research Fund (reference number: OTKA K68769). Other members of our research team – Barbara Bodorkós, Judit Gáspár and Ágnes Wimmer – helped our work with valuable suggestions and supportive criticism. We also would like to thank the Feketelista Adatbank Kft. (Black List Ltd.) who provided generous help and support through providing their database to us free of charge.
Citation
Pataki, G., Szántó, R. and Matolay, R. (2015), "CSR Online and in Real Terms: A Critical Analysis of Controversial Sectors in Hungary", Corporate Social Responsibility in the Digital Age (Developments in Corporate Governance and Responsibility, Vol. 7), Emerald Group Publishing Limited, Leeds, pp. 241-264. https://doi.org/10.1108/S2043-052320150000007019
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited