Instrumental and/or Deliberative? A Typology of CSR Communication Tools
Instrumental and/or Deliberative? A Typology of CSR Communication Tools
复制标题
工具性和/或深思熟虑的？
作者：
Peter Seele;I. Lock
针对有关企业社会责任的沟通活动通常只是工具性营销或公共关系工具的批评，本文开发了一个考虑到协商概念的企业社会责任沟通工具箱。我们从基于哈贝马斯话语伦理的企业社会责任政治方法中推导出这个工具箱分类，并表明它具有沟通核心。因此，我们将企业社会责任传播嵌入政治企业社会责任理论中，并通过哈贝马斯传播理论，特别是传播的四种有效性主张对其进行扩展。鉴于这种沟通基础，我们将企业社会责任沟通定位为在政治企业社会责任理论中获得道德合法性的主要手段。通过对支持这些类别的案例研究的回顾，对企业社会责任沟通工具的类型进行了改进和证实。因此，我们区分工具性工具和审议性工具，以及已发布的工具和未发布的工具。提供了文献衍生工具类别的实际示例，并讨论了它们的局限性。
Addressing the critique that communication activities with regard to CSR are often merely instrumental marketing or public relation tools, this paper develops a toolbox of CSR communication that takes into account a deliberative notion. We derive this toolbox classification from the political approach of CSR that is based on Habermasian discourse ethics and show that it has a communicative core. Therefore, we embed CSR communication within political CSR theory and extend it by Habermasian communication theory, particularly the four validity claims of communication. Given this communicative basis, we localize CSR communication as a main means to receive moral legitimacy within political CSR theory. A typology of CSR communication tools is advanced and substantiated by a review of case studies supporting the categories. Thus, we differentiate between instrumental and deliberative, as well as published and unpublished tools. Practical examples for the literature-derived tool categories are provided and their limitations are discussed.