Utilización De La Prensa Escrita Como Medio De Divulgación De Las Acciones De Rse (Use of the Press as a Mean to Disclose CSR Actions)

Abstract

Corporate Social Responsibility is a matter which has made companies aware about its social, cultural, economic and environmental responsibilities. This research deals exactly with these actions and its diffusion levels in each particular context. Initially was presented as descriptive and proposed a study about the qualitative and quantitative characterization of information inherent to Corporate Social Responsibility (CSR) published in the Tijuanas newspaper “Frontera” (Baja California, Mexico). The daily “Frontera” was selected because is the media leader in the city. During the fieldwork were established the developed companies actions by three major areas: social, cultural, economic and environmental. In general features, is evidence a lack of culture to the publication of actions taken about the CSR. Usually, the firms that issued news and advertising are public. Private firms probably are developing some kind of activity in this context, but ignore the impact that communication of these types of activities may have on consumer perceptions.

Note: Downloadable document is in Spanish.

Keywords: Corporate Social Responsibility (CSR), Print Media, Online Press, News, Advertising