Also, a lot of business publications highlight corporations’ CSR activities with special award sections and issues, for example, Fortune Magazine’s ‘Most Admired’ list ( Fombrun and Shanley, 1990). Similarly, Buhr and Grafström (2007) found that 80 percent of their analyzed Financial Times coverage depicted CSR positively, while only 17 percent was neutral and 3 percent opposed it. While these findings were based on a small sample size, the aforementioned survey of journalists ( Tench et al., 2007), which included business reporters, also concluded, despite the fact that they saw CSR coverage as irrelevant, a majority of news professionals said they would likely cover CSR in a positive manner. The earliest study examining how mass media represents CSR ( Zhang and Swanson, 2006) found that in a sample of 84 articles from January to February 2005 across 51 national and international newspapers, the majority adopted a positive tone, followed by a neutral or mixed tone, and a negative tone. It was ultimately anticipated that business news outlets would take a more neutral stance and that outside sources would have less of an impact on the tone used in these post-crisis times. Using the theoretical base of agenda setting, framing, and agenda building, this study aimed to (1) examine how business outlets depict CSR (2) see whether CSR is being portrayed in a positive, neutral, or negative way and (3) find out whether using corporate sources leads to an increased use of a positive tone in business news coverage of CSR. The New York Times and The Washington Post) before and after the financial crisis could give insight into whether business journalists are nourishing corporate reputations or if they are being more watchful since receiving criticism. A content analysis comparing how CSR has been portrayed by major business news outlets, like The Wall Street Journal, Bloomberg, Bloomberg Businessweek, and Forbes, as well as general newspapers with business sections (e.g. However, the purpose of this study was to see if this is still happening since coming under fire in light of the economic downturn. More specifically, the World Business Council for Sustainable Development defines corporate social responsibility (CSR) as ‘the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community, and society at large to improve their quality of life’ ( Dahlsrud, 2006: 7). One of the ways businesses create strong relationships with their publics and enhance their corporate reputations is through corporate social responsibility communication or communicating their good deeds to the public ( Ihlen et al., 2011). This expanding visibility is of particular importance to companies looking to manage their reputations, as well as how consumers and stakeholders perceive them ( Carroll and McCombs, 2012). The latest financial crisis, famously known for costing 23 million Americans their jobs and 10 million their homes through foreclosures ( Starkman, 2014), also caused the meltdown of many companies’ reputations, which gained a lot of attention from mass media ( Eisenegger and Kunstle, 2011). All subjects Allied Health Cardiology & Cardiovascular Medicine Dentistry Emergency Medicine & Critical Care Endocrinology & Metabolism Environmental Science General Medicine Geriatrics Infectious Diseases Medico-legal Neurology Nursing Nutrition Obstetrics & Gynecology Oncology Orthopaedics & Sports Medicine Otolaryngology Palliative Medicine & Chronic Care Pediatrics Pharmacology & Toxicology Psychiatry & Psychology Public Health Pulmonary & Respiratory Medicine Radiology Research Methods & Evaluation Rheumatology Surgery Tropical Medicine Veterinary Medicine Cell Biology Clinical Biochemistry Environmental Science Life Sciences Neuroscience Pharmacology & Toxicology Biomedical Engineering Engineering & Computing Environmental Engineering Materials Science Anthropology & Archaeology Communication & Media Studies Criminology & Criminal Justice Cultural Studies Economics & Development Education Environmental Studies Ethnic Studies Family Studies Gender Studies Geography Gerontology & Aging Group Studies History Information Science Interpersonal Violence Language & Linguistics Law Management & Organization Studies Marketing & Hospitality Music Peace Studies & Conflict Resolution Philosophy Politics & International Relations Psychoanalysis Psychology & Counseling Public Administration Regional Studies Religion Research Methods & Evaluation Science & Society Studies Social Work & Social Policy Sociology Special Education Urban Studies & Planning BROWSE JOURNALS
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