The stakeholders in the communication companies in the realm of corporate social responsability

Authors

  • Jaime Alberto Orozco Toro Pontifical Bolivarian University, Autonomous University of Barcelona
  • Carme Ferré Pavia Autonomous University of Barcelona

Keywords:

Stakeholders, corporate social responsibility, CSR, communication companies, target group, communication strategy

Abstract

This research explores the relationship between media companies in Latin America and the southern cone and its various stakeholders. It also lays down general rules on what the stakeholders represent according to the theories of corporate social responsibility. The paper also delves in how media companies use the concept of stakeholder, who are their most important stakeholders and what actions have been established with them. We developed a study that introduces a panoramic mixed format between conceptual and applied research, focused on ten media companies reporting their progress on the United Nations Corporate Social Responsibility Global Compact. One of the most important conclusions is that media companies have not developed strategic actions with their different stakeholders. This situation is evident in circumstances in which campaigns are initiated for a variety of stakeholders,but without having the goals and strategies established for each one of them.

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Author Biographies

Jaime Alberto Orozco Toro, Pontifical Bolivarian University, Autonomous University of Barcelona

Candidate for a doctorate in media, communication and culture. Master in advertising and public relations. Publicist. Master in development. Professor and researcher of the UPB communication management group.

Carme Ferré Pavia, Autonomous University of Barcelona

PhD in communication. Professor. Director of the Comress research group. She has been a researcher at the University of Antioquia and at the UPB.

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Published

2011-11-16

How to Cite

Orozco Toro, J. A., & Ferré Pavia, C. (2011). The stakeholders in the communication companies in the realm of corporate social responsability . Folios, Revista De La Facultad De Comunicaciones Y Filología, (25), 107–125. Retrieved from https://revistas.udea.edu.co/index.php/folios/article/view/10601

Issue

No. 25 (2011): Folios

Section

Artículos

License

Copyright (c) 2011 Folios, revista de la Facultad de Comunicaciones

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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