Entrepreneurial Responsibility in the Public Discourse. Differences and Co-Orientation in Judgments of Responsibility made by Corporations, the Media and Citizens.

在德国，能源转型、金融危机或低工资程度以及企业家责任的构成是公共辩论的永恒主题，随之而来的是对公司的怀疑。对可信度的怀疑表明，不同的期望阻碍了对企业家责任的全面理解。虽然企业社会责任研究主要讨论的是理想的概念，但还没有确定责任的判断是如何在公共话语中实际形成的。该项目通过分析关键角色和利益攸关方-媒体、公民和公司-在责任判断的复制和制度化方面的互动来解决这一问题。目的是查明影响企业家责任归属和评价的因素，分析媒体、公民和公司的差异和共同取向。例如，如果公司和媒体对责任的共同判断变得明显，这与公民的观点相反，公共话语中的多元化将很快消失。此外，作为责任主体的企业与作为责任接受者的公民和媒体之间可能存在的责任判断差异也威胁着企业的行动能力。本项目采用了一种基于公共话语中责任判断的再现和制度化的结构化理论模型的三部分方法论方法：a）对企业责任的自我形象进行内容分析，B）对媒体中的公共形象进行内容分析，以及c）对公民中的公共形象进行调查。比较这三个角度可以得出推论的可信度问题的原因，并有助于找到由此产生的问题，企业和社会的解决策略。

Energy transition, financial crisis or low-wages - extent and constitution of entrepreneurial responsibility are an abiding theme in public debates in Germany, which are followed with scepticism towards corporations. The doubts concerning credibility indicate that diverging expectations are preventing the establishment of a comprehensive understanding of entrepreneurial responsibility. While CSR research mainly discusses ideal conceptions, it has yet to be determined how judgments of responsibility are actually formed in the public discourse. This project addresses this question by analysing the interaction of key players and stakeholders - the media, citizens and corporations - in the reproduction and institutionalisation of judgments of responsibility. The objective is to detect factors influencing the attribution and evaluation of entrepreneurial responsibility and to analyse differences as well as co-orientation of the media, citizens and corporations. If for example a co-orientation of judgments of responsibility made by corporations and the media becomes apparent, which is opposed to the citizens´ perspective, a loss of pluralism in the public discourse will impend. Furthermore, possible differences in judgments of responsibility between corporations as responsibility subjects and citizens and the media as responsibility recipients threaten corporate action ability. This project employs a three-part methodological approach based on a structuration theory model of the reproduction and institutionalisation of judgments of responsibility in the public discourse: a) A content analysis of the self-image of corporate responsibility, b) a content analysis of the public image in the media, as well as c) a survey of the public image among citizens. Comparing the three perspectives allows to draw inferences about causes of the credibility problem and helps to find solution strategies for resultant problems, both corporate and social.