Verantwortung von Medienunternehmen

This study provides a comprehensive analysis of not only the corporate social responsibility and corporate citizenship of media companies, but also of public communication about CSR and CC. Expert interviews were conducted to scrutinise how media companies perceive their responsibility, how they conduct themselves and which organisational structures they employ. Furthermore, content analyses were used to examine the companies’ self-perception, as conveyed through press releases, and the image created about them in journalistic coverage. Finally, the findings were compared to each other.
It thus becomes clear which types of irresponsible action journalists report on and that the companies’ self-perception and image are similar in some respects. Moreover, structuration theory allows us to see and analyse CSR and CC by means of rules and resources. The framework developed in this study can also be applied to other industries.