Jan Kreft
Critical comments on CSR of media
organisations – between marketing
and mission
Problemy Zarządzania, Finansów i Marketingu 41/1, 327-337
NR 875 PROBLEMY ZARZĄDZANIA, FINANSÓW I MARKETINGU NR 41, t. 1 2015
DOI: 10.18276/pzfm.2015.41/1-26
J A N K R E F T 1
U n iw e r s y te t J a g ie llo ń s k i
CRITICAL COMMENTS ON CSR OF MEDIA
ORGANISATIONS - BETWEEN MARKETING
AND MISSION
Summary
Public and commercial media enterprises adopt and communicate their CSR standards. It mainly refers to the largest television and radio broadcasting partnerships. However, in the field of their basic activities, which are namely: providing information, as well as creating and distributing media products, the aims and objectives defined by CSR are actually included in the functions and mission o f media. Considering this fact, CSR in media organisations come as a multiplication of basic expectations and obligations o f media. For media organisations (public media in particular) accepting and communicating CSR standards means accepting and communicating basic media functions with the consideration o f methods and aims characteristic for commercial organisations. It may be interpreted as a form o f creating an image which aims at the increase in value.
Keywords: CSR, media organisations, image creation, value o f organization
Introduction
T h e c o n c e p t o f c o r p o r a te s o c ia l r e s p o n s ib ility ( C S R ) h a s b e e n f o r m e d o n th e b a s is o f a b e l i e f s ta tin g t h a t b u s in e s s o r g a n is a tio n s s h a ll o p e r a te in a r e s p o n s ib le w a y , a n d th e y d o n o t a im o n ly a t e c o n o m ic ta r g e ts . M e d ia o r g a n is a tio n s a lso a n n o u n c e th e ir a d o p tio n o f th e C S R s ta n d a rd s . H o w e v e r, th e n e e d o f th e ir a c c e p ta n c e is q u e s tio n a b le , c o n s id e r in g b a s ic s o c ia l fu n c tio n s , a im s a n d m is s io n s o f m e d ia a n d p e r c e iv in g m e d ia a s “ so c ia l g o o d .” In th is c a se , a c k n o w le d g e m e n t a n d im p l e m e n ta t i o n o f th e C S R c o n c e p t m a y b e u n d e r s to o d a s a m a r k e tin g m e a s u r e w h ic h is s u p p o s e d to in c r e a s e th e m a r k e t v a lu e o f a m e d ia o r g a n is a tio n . 1 jan.kreft@uj.edu.pl.Literature review
T h e C S R c o n c e p t h a s b e e n f o r m e d o n th e b a s is o f a b e l i e f th a t b u s in e s s o r g a n is a tio n s s h a ll o p e r a te in a r e s p o n s ib le w a y . A lth o u g h d e v ia tio n s f r o m s u c h a g e n e r a l p r in c ip le a re e m p h a s iz e d ,2 th e p o p u la r ity a n d d e v e lo p m e n t o f th e C S R id e a s tr e n g th e n s a c o m m o n ly s h a r e d b e l i e f th a t b u s in e s s o r g a n is a tio n s d o n o t o n ly p u r s u e e c o n o m ic a im s , b u t th e i r o p e r a tio n s a re r u le d b y th r e e im p e r a tiv e s : e c o n o m ic , s o c ia l a n d e n v ir o n m e n ta l.3 S u p p o rtin g C S R is s u p p o s e d to m a k e u s r e a lis e h o w th e c o n s id e r a tio n o f s o c ia l o r e n v ir o n m e n ta l c o n c e r n s a f f e c t th e fin a n c ia l s itu a tio n o f a n o r g a n iz a tio n .4T h e m o s t f re q u e n tly c ite d d e f in itio n s o f C S R e m p h a s iz e th e c o n c e r n a b o u t th e in f lu e n c e o f a ll c o r p o r a te o p e r a tio n s o n s o c ia l w e lf a r e .5 C S R m e a n s “ in v o lv e m e n t o f b u s in e s s in to e th ic a l o p e r a tio n s a n d p a r tic ip a tio n in th e e c o n o m ic d e v e l o p m e n t, d e m o n s tr a tio n o f r e s p e c t f o r p e o p le , lo c a l c o m m u n itie s , n a tio n s a n d e n v ir o n m e n t. C S R c o m b in e s c o n c e p ts o f g lo b a l c i tiz e n s h ip w ith e n v ir o n m e n ta l c o n c e m s a n d s u s ta in a b le d e v e lo p m e n t.” 6 In p r a c tic e , it m e a n s in f o rm in g a b o u t b u s in e s s o p e r a tio n s in a n n u a l r e p o r ts , p u b lic a tio n s , p a r tic ip a tin g in s o c ia l ly - o r i e n te d p r o m o tio n a l c a m p a ig n s , c h a r ity o r c o o p e r a tio n w ith n o n - g o v e r n m e n ta l o r g a n is a tio n s . In th is w a y , C S R c o m e s a s a m e th o d o f in te r a c tio n b e tw e e n c o r p o r a te a u th o r itie s a n d th e s o c ie ty , a im in g a t th e f o r m a tio n o f e x te r n a l im a g e s a b o u t th e o r g a n iz a tio n .7 T h e r e c ip ie n ts o f in f o r m a tio n c o m m u n ic a tin g s o c ia l r e s p o n s ib ility a re s ta k e h o ld e r s , n a m e ly : s h a re h o ld e r s ( c u r r e n t a n d p o te n tia l), e m p lo y e e s , c u s to m e r s , m e d ia a n d a u th o ritie s . T h e C S R f e a tu re s a re a s s u m e d to b e h o n e s ty , tr a n s p a r e n c y , o p e n - m in d e d a u th o r itie s a n d h ig h e r s o c ia l a n d e n v ir o n m e n ta l s ta n d a r d s .
A r e la tiv e ly n e w p h e n o m e n o n is C S R in s titu tio n a liz a tio n , w h ic h is m a n i f e s te d b y tr a in in g s f o r s p e c ia lis ts o n C S R im p le m e n ta tio n , C S R r e p o r ts , tr a in in g s
2 D. Matten, J. Moon, Implicit and Explicit. CSR: a conceptual fram ework fo r a comparative understanding o f corporate social responsibility, “Academy o f Management Review” 2008, Vol. 33, No. 2, p. 404-442.
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6 M. Rybak, Społeczna odpowiedzialność biznesu - idea i rzeczywistość, „Gospodarka Naro dowa” 2001, Vol. 3, No. 28, p. 18.
7 C. Deegan, The legitimising effect o f social and environmental disclosures - a theoretical fo u n dation, “Accounting, Auditing and Accountability Journal” 2002, Vol. 15, No. 3, p. 292.
o n I S O 14 0 0 1 im p le m e n ta tio n a n d a c a d e m ic p r o g r a m m e s /c o u r s e s d e d ic a te d to C S R .
Research problem
T h e a r tic le p r e s e n ts th e f o llo w in g r e s e a r c h th e s is a n d th r e e h y p o th e s e s .8 T h e th e s is is: M e d ia e n te r p r is e s a re e x c e p tio n a l o r g a n is a tio n s in te r m s o f th e ir ( th e ir p r o d u c ts ) s o c ia l im p a c t. T h e th e s is f o r m u la te d a b o v e in d ic a te s th e m a in o b je c tiv e o f th e a r tic le , n a m e ly : th e a n a ly s is o f th e n e e d o f im p le m e n ta tio n a n d c o m m u n ic a tio n o f C S R b y m e d ia o r g a n is a tio n s in th e c o n te x t o f th e s o c ia l f u n c tio n s th e y p e r f o r m a n d t h e i r s o c ia l m is s io n . T h is th e s is is f o llo w e d b y th e s u b s e q u e n t h y p o th e s e s : T h e m a in h y p o th e s is (H 1 ): I m p le m e n ta tio n a n d c o m m u n ic a tio n o f C S R in m e d ia o r g a n is a tio n s h a v e a d iv e r s if ie d u s e ( c o n s id e r in g t h e i r b a s ic d iv is io n in to c o m m e r c ia l a n d p u b lic m e d ia ) a n d a re e le m e n ts o f m a r k e tin g a c tiv itie s . H 2 : In th e f ie ld o f m e d ia p r o g r a m m e s , th e im p le m e n ta tio n o f C S R in m e d ia e n
te r p r is e s c o m e s a s a d u p lic a tio n o f m e d ia r e s p o n s ib ility w h ic h r e s u lts f ro m t h e i r s o c ia l im p a c t.
H 3 : In p u b lic m e d ia e n te r p r is e s C S R m e a n s th e s a m e th in g a s so c a lle d th e p u b lic m is s io n w h ic h th e y p e r f o rm .
Applied research methods
In th e a r tic le th e m e th o d s o f lo g ic a l a n a ly s is h a v e b e e n a p p lie d , in c lu d in g d e d u c tio n in p a r tic u la r . A ls o , th e m e th o d o f d ir e c t o b s e r v a tio n h a s b e e n u s e d (th e a u th o r p a r tic ip a te d in m a n a g e m e n t p r o c e s s e s c a r r ie d o u t b y th e e x e c u tiv e s in th r e e m e d ia c o r p o r a tio n s ; th e a u th o r a ls o m a n a g e d o n e o f a la r g e r P o lis h m e d ia o r g a n is a tio n f o r e ig h t y e a r s ) a s w e ll a s th e m e th o d o f in d ir e c t o b s e r v a tio n (th e d o c u m e n ta tio n m e th o d ) .
T h e a n a ly s is o f th e c o lle c te d r e s e a r c h m a te r ia l - m a in ly r e p o r ts a n d in f o r m a tio n o n C S R p r e s e n te d b y th e m a in P o lis h b r o a d c a s tin g T V a n d ra d io sta tio n s a n d o r g a n is a tio n s w h ic h p r o v id e a n a ly s e s c o n c e r n in g C S R in m e d ia - h a s b e e n s u b o r d in a te d to a g e n e r a l a n a ly tic a l c o n c e p t. T h e e x p la n a tio n o f th e m a te r ia l d e
8 J. Kreft, Zagrożenia związane ze schyłkiem tradycyjnych mediów, in: Media publiczne wobec wyzwań współczesnego świata, Kancelaria Senatu. Biuro analiz i dokumentacji, Opinie i Eksper tyzy OE - 220, Warszawa, July 2014, p. 95.
p e n d e d o n th e r e s e a r c h h y p o th e s e s . In a c c o r d a n c e w ith R .K . Y i n ’s m e th o d o lo g i c a l in d ic a tio n , th e a u th o r f o c u s e s o n th e k e y v a r ia b le s , o m ittin g o th e r d a t a a t th e s a m e tim e .9
Critical comments on CSR
T h e r e is a lo t o f c r itic is m o f s o c ia l r e s p o n s ib ility o f b u s in e s s o r g a n is a tio n s in lite r a tu r e , a n d its m o s t k n o w n e x a m p le m a y b e M . F r ie d m a n ’s a ttitu d e , p r e s e n te d in a n a r tic le p u b lis h e d b y „ N e w Y o r k T im e s ” . H e s ta te d th a t e n te r p r is e s d o n o t a im a t s o lv in g s o c ia l p r o b le m s .10 11 E c o n o m ic e n titie s h a v e n e i th e r p o litic a l n o r e c o n o m ic le g itim a tio n to d o so , b u t f ir s t o f a ll s u c h a n a c tiv ity c o u ld h in d e r th e m f r o m o b ta in in g th e i r b a s ic ta r g e t, th a t is n a m e ly : p r o f it m a x im is a tio n . “ T h e d o c tr in e o f s o c ia l r e s p o n s ib ility ( . . . ) is g e n e r a lly s u b v e rs iv e ... th e r e is o n e a n d o n ly o n e b u s in e s s r e s p o n s ib ility - u s in g r e s o u r c e s a n d in v o lv in g th e m in to o p e r a tio n s w h ic h c o n trib u te to p r o f it m a x im is a tio n .” M o r e o v e r , p e o p le c a n b e r e s p o n s ib le o r ir r e s p o n s ib le ( e th ic a l o r u n e t h ic a l) - n o t b u s in e s s . T h e r e f o r e , c o r p o r a te s o c ia l r e s p o n s ib ility a p p e a r s to b e “ a f a ls e v i r t u e ” w h ic h c o n tr ib u te s t o th e w e a k e n in g o f m a r k e t e c o n o m y , a n d it is “ a n a b e r r a tio n o f a p a r t o f b u s in e s s ” .11 O r g a n is a tio n s , w h ic h h a v e n o t b e e n d e m o c r a tic a lly e le c te d , s h a p e p u b lic o p in io n a n d p r o m o te c o n c e p ts o f c o r p o r a te s o c ia l r e s p o n s ib ility . T h is , in f a c t, is a m ix tu r e o f a n ti- b u s in e s s , a n ti- c a p ita lis tic a n d a n ti- g lo b a lis a tio n p r a c tic e s . M o r e o v e r , m a n a g e r s d o n o t h a v e a n y m a n d a te to d e c id e w h ic h s o c ia l p r o b le m s a re to b e s o lv e d a n d in w h a t w a y . T h e y a re a ls o n o t p r e p a r e d to d o th is in a n y s u b s ta n tiv e w a y .
E . E lh a g u e c r itic iz e s th e a c k n o w le d g e m e n t o f C S R in a n e q u a lly p r in c ip le d w a y , h o w e v e r f r o m a d if f e r e n t p o in t o f v ie w . H e s ta te s th a t a m o n g v a r io u s , c o m m o n ly m e n tio n e d ty p e s o f a c tiv ity in c lu d e d in th is te rm , w e s h o u ld p a y a tte n tio n o n ly to th e s e w h ic h a re r e a lly c o n n e c te d w ith th e a c c e p ta n c e o f a d e c r e a s e in p r o f it e x p r e s s e d b y th e o w n e r s a n d m a n a g e m e n t s ta f f .12 I f a m e d ia p a r tn e r s h ip d e c id e s to r e s ig n f ro m s o m e o f its p r o f its f o r C S R a c tiv itie s , th e n s u c h a c tiv itie s b e c o m e a n e x a m p le o f s o c ia l r e s p o n s ib ility . C o n s id e r in g s u c h a c o n te x t, th e a p p r o a c h p r e s e n te d b y s o m e b r o a d c a s tin g s ta tio n s s e e m s to b e a m b ig u o u s - f o r i n
9 R.K. Yin, Case study research: design and methods, Sage Publications, Beverly Hills 1994, p. 109. 10 M. Friedman, The social responsibility o f business is to increase its profits, New York Times 1970.
11 D. Henderson, Misguided virtue: false notions o f corporate social responsibility, Hobart Paper, 2001, p. 142.
12 E. Elhague, Corporate managers’ operational discretion to sacrifice corporate profits in the public interest, in: Environmental protection and the social responsibility offirm s, eds. L.B. Hay,
s ta n c e , s o m e e x a m p le s o f s o c ia l r e s p o n s ib ility c o u ld b e s o m e T V s ta tio n s a p p e a l in g to th e i r v ie w e r s f o r m o n e y c o lle c te d f o r a f o u n d a tio n w h ic h is a f f ilia te d w ith th e s e T V s ta tio n s ( T V N a n d P o ls a t ) . In th e s e c a s e s C S R is p e r s is te n tly a n d g r o u n d le s s ly id e n tif ie d w ith p h ila n th r o p y .
A n o v e r r id in g f a c to r o f C S R a c c e p ta n c e is s u p p o s e d to b e th e s e n s e o f r e s p o n s ib ility f o r s o c ia l e n v ir o n m e n t in a ll its s ig n if ic a n t d im e n s io n s . N u m e r o u s r e s e a r c h s tu d ie s o n m o tiv e s le t u s a r r iv e a t th e c o n c lu s io n s s ta tin g th a t a p p ly in g C S R h a s b e e n lim ite d to s o m e c a s e s in w h ic h th e o w n e r s e x p e c t m a n a g e r s n o t to t r e a t p r o f its a s a t a r g e t w h ic h m u s t b e o b ta in e d a t a n y p r ic e b y a n y m e a s u r e s . In o th e r w o rd s , e x te r n a l p r e s s u r e is th e m a in f a c to r w h ic h c o n tr ib u te s to th e a c c e p ta n c e o f C S R . I t is c o n n e c te d w ith a n u m b e r o f o th e r f a c to rs , s u c h as: - p r o d u c t a n d s e rv ic e c o m m o d is a tio n , - r e ta in in g c u r r e n t c u s to m e r s ’ lo y a lty , - in c r e a s e in th e c u s to m e r s ’ m a r k e t a w a r e n e s s /m a r k e t o r ie n ta tio n , - c o n s u m e r is m , a c iv il a n d in s titu tio n a l m o v e m e n t a im in g a t th e in c re a s e in c o n s u m e r s ’ r ig h ts a n d r e p r e s e n ta tio n in r e la tio n to se lle rs ,
- p r e s s u r e a n d e x p e c ta tio n s o f n o n - g o v e r n m e n ta l o r g a n is a tio n s .
Specific character of media organisations
T h e s p e c if ic c h a r a c te r o f m e d ia o r g a n is a tio n s r e s u lts f r o m th e i r s o c ia l ro le a n d th e i r r e s p o n s ib ility w h ic h is u s u a lly r e f e r r e d to th e r e s p e c t f o r f r e e d o m o f p u b lic a tio n , to a n y d a m a g e s in c u r r e d b y in d iv id u a ls a n d s o c ie ty in c o n n e c tio n w ith a p a r ti c u la r p u b lic a tio n a n d to a n y p o s itiv e ( n o t o n ly n e g a tiv e ) a s p e c ts o f s u c h a p u b lic a tio n . In a d e f in itio n f o r m u la te d b y D M c Q u a il, s u c h r e s p o n s ib ility r e f e r s to “ a n y v o lu n ta r y o r n o n - v o lu n ta r y p r o c e s s e s in w h ic h m e d ia a re r e s p o n s i b le f o r th e q u a lity a n d /o r c o n s e q u e n c e s o f a p u b lic a tio n in f r o n t o f t h e i r u s e r s .” 13 It th e r e f o r e r e f e r s f ir s t o f a ll to th e im p a c t o f m e d ia a n d m e d ia p r o d u c ts .
S u c h im p a c t is c o n n e c te d w ith a m o d e l w h ic h p r e s e n ts m e d ia a s a s o c ia l g o o d . In th is m o d e l c itiz e n s “ d e s ig n a te ” m e d ia to th e p a r ti c u la r in d iv id u a ls in th e a c t o f c o n f id e n c e - th is id e a is c lo s e to th e t r u s t c o n c e p t .14 T h is s o c ia l s e rv itu d e is e x p r e s s e d , f o r e x a m p le , in a c o n c e p t o f p u b lic m e d ia “ m is s io n .”
T h is g e n e r a l s p e c if ic ity - c o m m o n f o r a ll m e d ia - is f o llo w e d b y p u b lic m e d ia s p e c if ic ity . P u b lic m e d ia in P o la n d h a v e th e f o r m o f a s o le s h a r e h o ld e r c o m p a n y o f th e S ta te T re a s u ry .
13 D. McQuail, Media accountability and freedom ofpublication, Oxford University Press, Ox ford 2003, p. 14-15.
T h e s p e c if ic c h a r a c te r o f m e d ia o r g a n is a tio n s r e s u lts a ls o f ro m th e so c ia l f u n c tio n s w h ic h th e y p e r f o rm , in c lu d in g th e f o llo w in g :15
1. O b s e r v a tio n o f e n v ir o n m e n t - m e d ia o b s e r v e a n d r e p o r t s ig n if ic a n t c h a n g e s o f n a tu r a l e n v ir o n m e n t. “ S ig n if ic a n t” m e a n s th o s e w h ic h m a y b e h a z a r d o u s o r m a y c o m e a s a t h r e a t to p e o p le , in s titu tio n s o r th e w h o le s o c ie ty .
2 . C o r r e la tio n o f r e a c tio n to e n v ir o n m e n t - m e d ia p r o v id e o p e r a tio n a l p a tte r n s to in d iv id u a ls , c o m m u n itie s a n d in s titu tio n s . I t is s u p p o s e d to p r e v e n t h a z a r d s a n d to ta k e a d v a n ta g e o f o p p o r tu n itie s . M e d ia a ls o s u p p o r t m o d e ls o f s o c ia l o r g a n is a tio n s a n d a t th e s a m e tim e th e y s u p p o r t s o c ia l b a la n c e a n d s ta b ility . 3. H e r ita g e tr a n s m is s io n - m e d ia c o n v e y th e m o s t im p o r ta n t e le m e n ts o f o u r h e r
ita g e , e s p e c ia lly th o s e c o n n e c te d w ith o v e r c o m in g th r e a ts a n d ta k in g a d v a n ta g e o f o p p o rtu n itie s . T h e y a ls o c o m m u n ic a te b e h a v io u r a l p a tte r n s w h ic h fu lly d e fin e th e id e n tity o f in d iv id u a ls a n d c o m m u n itie s . In th is w a y th e y a f f e c t th e so c ia l s tru c tu re ( e d u c a tio n a l a n d s o c ia l f u n c tio n s ).
T h e fo u rth , e n te r ta in m e n t f u n c tio n h a s b e e n a d d e d b y C h . W r ig h t. It c a n b e d e f in e d a s r e d u c in g s o c ia l te n s io n , a s C h . W r ig h t n o tic e d .16
In th e P o lis h m e d ia s y s te m , th e e s s e n tia l s ig n ific a n c e is a tta in e d to th e f a c t th a t m e d ia o r g a n is a tio n s s im u lta n e o u s ly p e r f o r m tw o f u n c tio n s : c o m m e r c ia l a n d s o c ia l m is s io n .17 A s c o m m e r c ia l la w p a r tn e r s h ip s , c o m m e r c ia l ( a n d a ls o p u b lic s e rv ic e ) m e d ia a re f o c u s e d o n g a in in g p r o fits . In th e c a s e o f p u b lic m e d ia , th e ir f o u n d in g b o d y is th e M in i s te r o f th e S ta te T re a s u ry , h o w e v e r , th e i r o p e r a tio n is r e g u la te d b y th e B r o a d c a s tin g A c t w h ic h d e f in e s th e s o c ia l in te r e s t/p u b lic m e d ia m is s io n . T h e s p e c if ic c h a r a c te r o f m e d ia o r g a n is a tio n c a n b e a ls o o b s e r v e d in le g a l c o n d itio n s d e f in e d in “th e p u b lic m e d ia m is s io n ” w h ic h , in p r a c tic e , is s u p p o s e d to m e a n o f fe rin g “v a r io u s p r o g r a m m e s a n d o th e r s e rv ic e s c o n c e r n in g i n f o r m a tio n , e d ito r ia l c o m m e n ta r ie s , c u ltu r e , e n te r ta in m e n t, e d u c a tio n a n d s p o r t to th e w h o le s o c ie ty a n d its p a r ti c u la r g r o u p s . T h e s e s e rv ic e s s h a ll b e c h a r a c te r is e d b y p lu r a lis m , n e u tr a lity , b a la n c e , in d e p e n d e n c e , in n o v a tio n a n d in te g r a tio n o f th e m e s s a g e ” .18
T h e a rt. 21 o f th e B r o a d c a s tin g A c t m e n tio n s “b e in g r e s p o n s ib le f o r th e m e s s a g e , h o n e s t p r e s e n ta tio n o f th e w h o le v a r ie ty o f e v e n ts a n d p h e n o m e n a ta k in g
15 M. Mrozowski, Media masowe. Władza, rozrywka i biznes, Oficyna Wyd. ASPRA - JR, War szawa 2001, p. 113-114.
16 C.R. Wright, M ass communications. A sociological perspective, Radon Mouse, New York 1969, p. 14.
17 R.G. Picard, Media economics. Concepts and issues, Sage Publications, Newsbury Park - New Delhi, London 1989, p. 14.
p la c e in th e c o u n tr y a n d a b r o a d , s u p p o r tin g f re e d e v e lo p m e n t o f c i tiz e n s ’ o p in io n s a n d f o rm in g p u b lic o p in io n , p r o v id in g c itiz e n s a n d th e i r o r g a n is a tio n s w ith a n o p p o r tu n ity to p a r tic ip a te in p u b lic lif e b y p r e s e n tin g v a r io u s v ie w s a n d a t ti tu d e s , a n d e x e r c is in g th e r ig h t to c o n tro l a n d to e x p r e s s s o c ia l c r itic is m , a n d a ls o s u p p o r tin g c u ltu r a l, s c ie n tif ic a n d e d u c a tio n a l d e v e lo p m e n t w ith s p e c ia l c o n s id e r a tio n o f P o lis h in te lle c tu a l a n d a r tis tic a c h ie v e m e n ts .” 19
CSR in media enterprises
C S R a c tiv itie s o f m e d ia c o m p a n ie s o f te n c o m e a s a s u b je c t o f v a r io u s a n a l y s e s p e r f o r m e d b y d if f e r e n t m o n ito r in g o r g a n is a tio n s . T h e h o lis tic a p p r o a c h t o w a r d C S R a s to a n e le m e n t o f th e c o r p o r a te s tr a te g y c a n b e f o u n d in r e p o r ts p r e s e n te d b y th e C S R H U B , th e la r g e s t o r g a n is a tio n w h ic h p r o v id e s a n a ly s is a n d e v a lu a tio n o f c o r p o r a te s o c ia l r e s p o n s ib ility , in c lu d in g m e d ia c o r p o r a tio n s a s w e ll.20 T h e o r g a n is a tio n a p p lie s s u c h a n a n a ly tic a l to o l a s a r a n k in g , w h ic h i n c lu d e s th e f o llo w in g c a te g o r ie s : c o m m u n ity ( h u m a n r ig h ts , s a fe ty a n d q u a lity o f p r o d u c ts , p h ila n th r o p y ) , c o m m u n ity d e v e lo p m e n t ( r e la tio n s b e tw e e n a n o r g a n i s a tio n a n d th e c o m m u n ity /c o m m u n itie s it o p e r a te s in a n d e m p lo y e e s ’ v o lu n ta r y s e rv ic e ) , p r o d u c ts ( r e s p o n s ib ility f o r th e d e s ig n , m a n a g e m e n t o f p r o d u c ts a n d s e r v ic e s a n d t h e i r im p a c t o n c o n s u m e r s ) , e m p lo y m e n t is s u e s ( f o r e x a m p le , th e e f f i c ie n c y o f e m p lo y m e n t p r o g r a m m e s , e m p lo y e e s ’ lo y a lty , s o c ia l r e la tio n s a n d r e s p e c t f o r e m p lo y e e s ’ r ig h ts ) , n a tu r a l e n v ir o n m e n t p r o te c tio n , m a n a g e m e n t o f r e s o u r c e s , q u a lity o f m a n a g e m e n t ( in c lu d in g r e s p e c t f o r e th ic a l ru le s p r e s e n te d b y th e le a d e r s a n d tr a n s p a r e n c y o f o p e r a tio n ) . I n E u r o p e so m e s im ila r a n a ly s e s a re p e r f o r m e d , a m o n g o th e r o r g a n is a tio n s , b y M e d ia C S R F o ru m . I t is a B r itis h o r g a n is a tio n w h ic h h a s b e e n o p e r a tin g f o r o v e r 10 y e a r s . I t p r o m o te s th e s u s ta in a b le d e v e lo p m e n t o f m e d ia , in c lu d in g B B C f ir s t o f a ll. In its a n a ly s e s , it p a r tic u la r ly c o n s id e r s th e f o llo w in g e le m e n ts w h ic h a re s p e c if ic f o r th is s e c to r :
- r e s p o n s ib ility f o r p u b lis h e d in f o r m a tio n /p ic tu r e s o f p a r tic u la r ly d r a s tic c h a r a c te r , w h ic h m a y b e h a r m f u l f o r f e e lin g s o f s o c ie ty m e m b e r s , - p r o te c tio n o f m i n o r s ’ p r iv a c y ,
- m e d ia r e s p o n s ib ility f o r b r o a d c a s t a d v e r tis e m e n t,
- p r o m o tio n o f a d v e r tis e m e n t w h ic h e n c o u r a g e s p e o p le to s u s ta in a b le c o n s u m p tio n ,
19 The Broadcasting A ct dated on 29th Dec.1992, Journal o f Law No. 04.253.2531 with later amendments.
-
obligation o f education and information,
-
m edia responsibility for any possible consequences o f broadcast/pub-
lished media contents,
-
transparency referring to the editorial part (separating information from
comments and opinions,
-
interference o f the m edia organisation owners into editorial content,
-
protection o f privacy,
-
providing balance between the right o f the society to be informed and the
right o f individual society members to have their privacy protected.
On the Polish media market all the leading media enterprises communicate
their implementation o f CSR.
Public television identifies it with the public mission it performs. Addition
ally, in the case o f TVP SA, in the principles concerning the realisation o f the
public mission adopted in 2005, the obligations toward public institutions and
social organisations are particularly emphasized. In accordance with the Ordi
nance o f the National Broadcasting Council from 2011, public benefit organisa
tions may apply for the broadcasting o f spots concerning social campaigns free
o f charge - they are verified by Social Campaign Committee (constituted by TVP
and the Council o f Public Benefit Organisations).
A similar point o f view is presented by public radio stations, but only few o f
them communicate their CSR activities (for example, Polskie Radio Zachód)
As regards commercial media, in the conditions o f oligopoly which rules the
TV market, three leading partnerships communicate their CSR activities, how
ever, stressing them in a different way. TVN SA assumed the strategy o f social
responsibility in 2013. It refers to the most important stakeholders, and it is di
vided into the following components:
-
social involvement (TVN “Nie jesteś sam” [You are not alone] Founda
tion),
-
viewers (“we continue a dialogue with our audience”, “we provide honest
information and we pay attention to important social issues”).
An example o f CSR initiatives in TVN can be Kontakt24 (a service to ex
change information among people in which it is possible to create one’s own
multimedia website”). The service promotes the idea o f citizen journalism. A n
other example given by TVN is the operation o f TVN “Nie jesteś sam” [You are
not alone] Foundation, a social initiative “Lekarze ratują życie” [Doctors save
life] and an internship programme dedicated to students “TVN Poławiacze Pereł”
[TVN Pearl Fishers].
P o ls a t T e le v is io n in f o rm s a b o u t its C S R in itia tiv e s g iv in g th e e x a m p le o f P o ls a t F o u n d a tio n . P o ls a t C y f r o w y (D ig ita l P o ls a t) c o m m u n ic a te s “th e C S R p h i lo s o p h y ” w h ic h s h o u ld b e u n d e r s to o d a s “ a c tiv itie s r e a lis e d in th e f ie ld o f s o c ia l r e s p o n s ib ility ” in c lu d in g : im p r o v e m e n t o f r e la tio n s w ith th e m a r k e t a n d c u s to m e rs , a c tiv itie s w h ic h p o s itiv e ly a f f e c t n a tu r a l e n v ir o n m e n t, a c tiv itie s s u p p o r tin g th e d e v e lo p m e n t o f a n a ttr a c tiv e p la c e o f w o rk , a n d th o s e w h ic h g u a r a n te e a n o p e n d ia lo g u e w ith th e s o c ie ty 21.
Conclusions
T h e c r itic a l a p p r o a c h to C S R in m e d ia o r g a n is a tio n s r e s u lts f ro m tw o s o u r c e s : - C S R is g e n e r a lly in a d e q u a te to a ll b u s in e s s o r g a n is a tio n s , - C S R c o p ie s th e ir s o c ia l f u n c tio n s a n d th e ro le th e y a s s u m e in t h e s o c ie ty . I t is a n im m a n e n t f e a tu re o f th e f u n c tio n in g o f a m e d ia o r g a n is a tio n in its b a s ic d im e n s io n .A s p r e s e n te d a b o v e , th e a tte m p t o f d e f in in g s p e c if ic e le m e n ts w h ic h le t u s p e r f o r m a n a n a ly s is o f th e p r o g r e s s c o n c e r n in g th e “ a d v a n c e m e n t” le v e l o f a m e d ia o r g a n is a tio n , d r iv e s u s to th e c o n c lu s io n s s ta tin g th a t - in th e c o n te x t o f s u c h a c tiv itie s o f m e d ia e n te r p r is e s a s o r d e r s ( r e la tio n s w ith c o m m e r c ia l c o n tra c to r s , in te r n a l e m p lo y m e n t p o lic y , e tc .) - c o m m u n ic a tio n a n d im p le m e n ta tio n o f C S R s ta n d a r d s s e e m n a tu ra l. H o w e v e r , it o n ly p r o v e s th e e x p e c ta tio n s to w a r d s m e d ia o r g a n is a tio n s w h ic h a re p a r tic u la r ly c o n n e c te d w ith m a in ta in in g jo u r n a lis tic s ta n d a r d s .
C o m m e r c ia l m e d ia o r g a n is a tio n s a re th e m a in g r o u p in v o lv e d in th e c o m m u n ic a tio n a n d im p le m e n ta tio n o f C S R . T h e q u e s tio n o f m u ltip ly in g th e th e m e o f s o c ia l r e s p o n s ib ility o f m e d ia r e f e r s f ir s t o f a ll to p u b lic m e d ia . In th is c a s e , i m p le m e n ta tio n o f C S R a n d in f o r m a tio n a b o u t th is f a c t a c tu a lly c o m e a s a d u p lic a tio n o f s ta tu to r y r e q u ir e m e n ts , a s e c o n d a ry r e a s s u r a n c e t h a t a p a r ti c u la r c o m p a n y o b e y s th e la w .
C S R c o m e s a s th e c o n s e q u e n c e o f th e p r e s e n c e o f m e d ia e n te r p r is e s o n th e m a r k e t f ir s t o f a ll. T h e r e th e c o m p a n ie s c o m p e te w ith e a c h o th e r f o r r e c ip ie n t s ’ a tte n tio n a n d a d v e r tis in g in c o m e . T h e c o n s u m e r - in v e s to r d im e n s io n o f m e d ia a c tiv itie s a ls o c o n tr ib u te s to th e in c r e a s e in th e v a lu e o f a m e d ia o r g a n is a tio n th r o u g h th e im p r o v e m e n t o f its im a g e o f a p r o d u c e r o f g o o d s a n d s e rv ic e s .
21 Nasza filozofia CSR, www.grupapolsat.pl/pl/odpowiedzialny-biznes/nasza-filozofia-csr (11.04.2015).
C o n s id e r in g th e p r e s e n t s itu a tio n , th e m a in h y p o th e s is s ta tin g th a t C S R h a s v a r io u s a p p lic a tio n s in m e d ia o r g a n is a tio n s ( w ith th e c o n s id e r a tio n o f th e i r b a s ic d iv is io n in to c o m m e r c ia l a n d p u b lic m e d ia ) h a s b e e n p r o v e d a s w e ll a s th e f a c t th a t it is a n e le m e n t o f m a r k e tin g a c tiv ity . A d o p tin g a n d c o m m u n ic a tin g C S R b y m e d ia c o m p a n ie s in th is ( b a s ic ) p a r t o f th e ir o p e r a tio n s w h ic h c o n c e r n p r e p a r a tio n a n d d is tr ib u tio n o f m e d ia c o n te n ts , c a n b e in te r p r e te d a s s u p e rf ic ia l a c tiv itie s w h ic h a im f ir s t o f a ll a t th e im p r o v e m e n t o f m e d ia im a g e .
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KRYTYCZNIE O CSR ORGANIZACJI MEDIALNYCH -
MIĘDZY MARKETINGIEM A MISJĄ
Streszczenie
Zarówno publiczne, jak i komercyjne podmioty medialne przyjmują i komunikują standardy CSR - dotyczy to największych spółek telewizji i radia. W sferze podstawowych ich aktywności - dostarczania informacji, tworzenia i dystrybucji produktów medialnych, cele i zadania opisywane przez CSR są jednak w istocie ujęte przez funkcje i misję mediów. CSR w organizacjach medial nych jest w tym zakresie powieleniem podstawowych oczekiwań i zobowiązań mediów. Przyjmo wanie i komunikowanie standardów CSR jest zatem w przypadku organizacji medialnych (zwłasz cza publicznych) przyjmowaniem i komunikowaniem podstawowych funkcji mediów, ale w spo sób i w celu charakterystycznym dla podmiotów komercyjnych. Może być interpretowane jako forma kształtowania wizerunku mająca na celu wzrost wartości organizacji medialnych.
Słowa kluczowe: CSR, organizacja medialne, kreowanie wizerunku, wartość organizacji
