Social+Responsibility


 * Definition: Nature of Social Responsibility**

Social responsibility also known as corporate social responsibility, corporate responsibility, corporate citizenship, responsible business, sustainable responsible business, or corporate social performance, and is a form of self-regulation that is integrated into different disciplines, such as business, politics, economy, media and communications studies (Rivers & Schramm & Christians, 2004, p. 18-23).

Furthermore, social responsibility is an ethical or ideological theory framework for government systems, private businesses, non- profit organizations, and individuals have a responsibility to the society in which they are involved (Christians, 2005, p.3-10). Social responsibility can be a normative principle and a soft law principle engaged in promoting universal ethical standards in relationship to private and public corporations.


 * Social Responsibility and Business**

Social responsibility practices in business can be treated as an outgrowth of ethical principles, and different types of self-conscious, academic business ethics that are of recent vintage (Friedman, 1970, p. 123-5). Its intellectual roots can be found in the corporate social responsibility and business-and-society literature that originated in law and business during the 20th century (Kamery, 1994, pp. 103-9). Academic business ethics displays its Corporate Social Responsibility heritage in the peculiar constellation of concerns that pervade its literature.

Evidence of social responsibility practices in business research can be found in the titles of early works on academic business ethics that have shaped subsequent discussions in the field (Christians, 2000, p. 121-7). However, social responsibility appears to go against the nature of business, because the primary purpose of business operations is maximizing benefits for shareholders (James & Pratt & Smith, 1994, p.70-5). In other words, corporations are responsible only to their shareholders and not to society as a whole. Although organizations accept that they should obey the laws of the countries within which they operate, they assert that corporations have no other obligation to society. Some researchers perceive social responsibility as being incongruent with the nature and purpose of business and as a hindrance to free trade as well (Murphy, 1998, p. 316-9).


 * Social Responsibility and Media and Communications Studies**

Christians and Nordenstreng (2004, p. 10-7) framed codes of ethics within the larger context of social responsibility theory. Codes of ethics contribute to bringing society to the forefront, if these codes are reoriented away from media-centered professionalism and towards social responsibility as part of a citizen-based paradigm (Christians, 2007, p. 115-21). If codes of ethics and codes of conduct attempt to set the standards for ethical practices in the business world, rather than refining those codes, the challenge for athletes and professionals involved with its application is moral life as a whole, in terms of complying with the basic concepts of the sacredness of life: truth-telling, doing no harm to innocents and human dignity (Christians, 2008, p. 9-14).


 * Social Responsibility and Public Relations and Advertising**

Three basic principles that advertising and public relations practitioners should uphold were laid down by the Pontifical Council’s statement on ethics in advertising: truthfulness, human dignity and social responsibility. Foley (1998, pp. 313-5) believed that these principles were accepted as being relevant and appropriate by marketing and advertising academics. However, they were not always implemented by advertisers, which has created room for debate and controversy. It is not surprising that advertising is particularly vulnerable to criticism about professional ethics, given its high level of visibility in the marketing mix (Laczniak, 1998, p. 329-31).

Business transaction and trade regulators have worked to attempt to maintain the promise of truth telling since 1955. As previously stated, the word “truth” is part of mission statements and codes of conduct throughout the world. Nevertheless, considering the freedoms that people enjoy, simply having codes of ethics might be insufficient (Nill, 1998, 91-3). Codes are understood as part and parcel of a broader framework of media regulation extending from legal imperatives to cultural conventions (Rotzoll &Christians,1980, p. 426-8). However, whatever influence ethical and social responsibilities may have had on advertising practices, they have turned out to be inadequate in the eyes of the advertising industry itself (Warne, 1961, p. 530-3).

In public relations research, Social responsibility is one of the milestones of public relations professionalism (Bivins, 2004, p. 129-33). Social responsibility is determined by society, and the responsibilities practice in business to society includes (a) recognizing and analyzing society’s changing expectations regarding corporate responsibility, (b) determining an overall approach for being responsive to society’s changing demands, and (c) implementing appropriate responses to relevant social concerns (Brenkert, 1998, p. 328-31). Although public relations cannot embody universal values at the practical level, it can find common ground and be in general agreement on the philosophical level and professionalism level with respect to matters such as social responsibility.

Drumwright & Murphy illustrated that public relations professionalism should be viewed in terms of contextualizing and maintaining an organization's long-term harmony with a changing social environment. They also mentioned that this type of professionalism should be accepted by a legitimizing system, and fit in with the public interest. Thus, achieving professionalism in public relations depends largely on acting in a socially responsible manner. Social responsibility in public relations practice is often recognized as a multidimensional construct within the context of certain types of surrounding social environments and cultures (Snyder, 2008, p. 8-9).

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 * References**

Bivins, T. (2004). //Mixed media.// London: Lawrence Erlbaum Associates.

Brenkert, G. & Murphy, P. E. (1998) Ethics in advertising: The good, the bad and the church. //Journal of Public Policy and Marketing, 17//(2), 325-331.

Christians, C. G. (2000). Ethics and politics in qualitative research. In N. K. Denzin and Y. S. Lincoln (Eds.), //Handbook of qualitative research// (109-155). Thousand Oaks, CA: Sage.

Christians, C. G. & Nordenstreng, K. (2004) social responsibility worldwide. //Journal of Mass Media Ethics, 19(//1), 3-28.

Christians, C. G. (2005) Ethical theory in communications research. //Journalism Studies, Volume 6//(1), 3-14.

Christians, C. G. (2007) Utilitarianism in media ethics and its discontents. //Journal of Mass Media Ethics, 22//(2&3), 113-131.

Christians, C. G. (2008). The Ethics of universal being. In S. J. Ward and H. Wasserman (Eds.), //Media ethics beyond border//s (6-23). Johannesburg: Heinemann.

Drumwright, M. E. &; Murphy, P. E. (2004) How advertising practitioners view ethics: Moral muteness, moral myopia and moral imagination. //Journal of Advertising, 33//(2), 7-24.

Foley, J.P. (1998) Ethics in advertising: A look at the report by the pontifical council for social communications. //Journal of Public Policy and Marketing, 17//(2), 313-315.

Friedman, Milton. (1970). The social responsibility of business is to increase its profits. //New York Times Magazine//, 122-125.

James, E. L & Pratt, C. B. & Smith T. V. (1994) Advertising ethics: Practitioner and student perspectives. //Journal of Mass Media Ethics, 9//(2), 69-83.

Kamery, R. H..; Pitts, S. T..; Lawrence, C. R. (1994) Ethical and socially responsible advertising: Can it be achieved? //Academy of Marketing Studies Journal, 6//(2), 103-117.

Laczniak, G.R. (1998). Reflections on the 1997 Vatican statements regarding ethics in advertising. //Journal of Public Policy and Marketing, 17//(2), 325-331.

Nill, A (1998). Global Marketing Ethics: A Communicative Approach. //Journal of Macromarketing, 23//(2), 90-104.

Rivers, W. & Schramm, W. & Christians C. G. (2004). //Responsibilities in Mass Communication//. New York: Harper & Row.

Rotzoll, K &Christians, C. G. (1980). Advertising Agency Practitioner’s Perceptions of Ethical Decisions. //Journalism Quarterly, 57//(3), 425-431.

Snyder, W.S. (2008). The Ethical Consequences of Your Advertising Matter. //Journal of Advertising Research, 48//(1), 8-9.

Warne, C.E. (1961). The influence of ethical and social responsibilities on advertising and selling practices. //The American Economic Review//, //51//(2), 527-539.