Uloga novinara u drustveno odgovornom poslovanju

In: Politicka misao, Band 42, Heft 4, S. 91-96

Abstract

Gojka Bezovan's (2005) definition of Company Social Responsibility (CSR) is quoted, & Scott M. Cutlip's et al (2000) research of CSR in the US is briefly discussed, pointing out the importance of positive social image in conducting business activities & noting the billions of dollars spent on CSR in that country. The crucial role played by mass media in communicating businesses' CSR to the public is recognized, & Croatian print media are surveyed to determine how much attention & space they devote to CSR. A study by the firm MediaNet is summarized, examining, in a quantitative analysis, the number of newspaper articles devoted to CSR & reporting on the distribution of CSR actions across various domains of public interest (eg, the development of human resources, environmental protection, charitable donations, etcetera). It is found that CSR is not one of the dominant themes for Croatian newspaper editors & journalists, as editorials & news features on CSR represent only a negligible portion of journalistic texts. It is concluded that Croatian journalists are eager to emulate their Western colleagues in all the vices the profession is accused of -- sensationalism, fact distortion, & disregard of personal privacy -- but not in the virtues of serving the public good. Figures, References. Z. Dubiel