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Corporate social advocacy events as a window into the contemporary promotional industries

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journal contribution
posted on 2023-05-17, 09:21 authored by Stephanie Hill

Amid calls for more impactful corporate social responsibility and the growing significance of corporations and brands as sites to contest societal values, this article asks how a changed communication environment affects the practices of organisational communication, and with what effects? Through a thematic analysis of interviews, observation at industry events, and collected documents, it examines the motivations for corporate social advocacy, their mediation, and how the risks and rewards of participating in these kinds of communication are understood within the contemporary promotional industries. Using frameworks of contestation and justification, it identifies how constant media scrutiny, a low-trust environment, and investments in stakeholder relationships exacerbated the risks and rewards of social advocacy, pushing corporate advocacy towards tangible actions with governance implications.

History

Author affiliation

School of media, Communication and Sociology, University of Leicester

Version

  • VoR (Version of Record)

Published in

Comunicação Mídia e Consumo

Volume

20

Issue

57

Pagination

8-27

Publisher

Escola Superior de Propaganda e Marketing (ESPM)

eissn

1983-7070

Copyright date

2023

Available date

2023-05-17

Language

en

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