Corporate social responsibility's discourse in lithuanian business press

Master thesis Lithuanian OPEN
Marčenkovas, Marius (2014)
  • Publisher: Vilnius University
  • Subject: Media influence | CSR | Žiniasklaidos įtaka | Įmonių socialinė atsakomybė | ĮSA | Diskursas | Corporate social responsibility | Discourse

The object of this master work is corporate social responsibility's (CSR) discourse. The purpose of this work is to analyze how Lithuanian business press presents CSR topic. The main tasks to reach this purpose are: overview and compare CSR definitions; analyze media impact to CSR; analyze and summarize CSR discourse in Lithuanian business press. Literature analysis, synthesis and comparative methods were used to drawn conclusions. After the literature analysis of such scientists as Ph. Kotler, A. Caroll, S. Banerjee, W. Werther, D. Chandler, G. Heal, F. Baaker and others it was found out that universal CSR definition hasn‘t been developed yet. However, generally CSR may be described as business commitment not only to ensure fair and ethical activity according to the law and public norms, but also as voluntary efforts, combined with company’s goals and integrated into its strategy, using company’s resources to contribute additionally to the economic, social and environmental wealth development of the society and environment, that are also beneficial for the company itself. The analysis of CSR in Lithuania showed that CSR is not widely spread in the country and the development of it is slow but the general conditions for CSR development in Lithuania are positive. After the literature analysis of such scientists as S. Ball-Rokeach, D. Davis, S. Baron, K. Schroder, K. Miller, J. Hall, S. Brooks, J. Duck, B. Mullin, J. Bryant, D. Zillmann and others it was found out that media is influential in forming society’s opinion about CSR therefore CSR’s development is dependent on what information about CSR is presented in media. Using qualitative content analysis method the research on CSR discourse in Lithuanian business press was performed. Analyzing the data gathered during the research it was found out that comparing to 2005 CSR issue was more topical in 2008 when it was presented in much more details. However, in 2009 business press position of CSR came back to even earlier period than 2005 because information related directly to CSR was minimal and rather it was discussed new management trends that stand for ethical and fair business – the environment suitable for CSR to emerge. It was also found out that in general Lithuanian business press position to CSR is positive. Published CSR definitions are similar to the ones discussed in the theoretical part of this work and mainly highlighting ethical and fair activities, voluntary efforts to contribute to the employees and community’s wealth and environment and value adding approach to CSR. The conclusions were drawn that this kind of business press position of CSR should encourage enterprises in Lithuania to continue CSR activities even during the economic downturn. Moreover, successful CSR practice should attract more media and public attention to CSR and form even more positive opinion about CSR. That should create positive conditions for faster CSR development in Lithuania in the future. This master work may be useful for scholars analyzing CSR definitions, media impact to CSR and current CSR situation and trends in Lithuania. It may also be useful for business people seeking to understand CSR and its value to the organization as well as CSR practice and trends in Lithuania.
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