Mobilization and Resistance through Social Media

Analyzing Content, Effects and Networks in CSR Scandals in the Chocolate Industry

    Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

    Abstract

    Social media are widely considered as driving force for the institutionalization of CSR. It holds great potential for the empowerment of citizens, consumers, social movements or pressure groups. So far, this role of social media in the strategic communication of pressure groups is underexplored. By analysing the use and content of social media of protest actors on the one hand and corporations on the other, the paper contributes to understanding the mechanisms, conditions and effects of social media based pressure on corporations. Drawing on social movement theory, discourse theory and neo-institutional theory, it empirically analyses and contrasts civil society responses to two recent CSR scandals in the chocolate industry. While the revelation of deforestation with detrimental effects for Orang Utans fostered vast protest, leading to the abandonment of criticised practices by the international corporation Nestlé (March 2010), the revelation of child trafficking and slavery throughout the chocolate industry, gave rise to only moderate opposition (July 2010). The paper discusses the reasons underlying this discrepancy by analysing the differences and dynamics between the semantic networks and associative frames (Guo & McCombs, 2011, Schultz et al., 2011) of the actors via semantic network analysis (1765 sentences in social media, 132 in press releases). The findings allow further evaluations of institutional, ethical and political conditions and reflections on the implications of “social media values”.
    Original languageEnglish
    Publication date2012
    Number of pages1
    Publication statusPublished - 2012
    EventThe 62nd Annual International Communication Association Conference. ICA 2012 - Phoenix, United States
    Duration: 24 May 201228 May 2012
    Conference number: 62
    http://www.icahdq.org/

    Conference

    ConferenceThe 62nd Annual International Communication Association Conference. ICA 2012
    Number62
    CountryUnited States
    CityPhoenix
    Period24/05/201228/05/2012
    Internet address

    Bibliographical note

    CBS Library does not have access to the material

    Cite this

    Vestergaard Jørgensen, A., Etter, M., & Colleoni, E. (2012). Mobilization and Resistance through Social Media: Analyzing Content, Effects and Networks in CSR Scandals in the Chocolate Industry. Abstract from The 62nd Annual International Communication Association Conference. ICA 2012, Phoenix, United States.
    Vestergaard Jørgensen, Anne ; Etter, Michael ; Colleoni, Elanor. / Mobilization and Resistance through Social Media : Analyzing Content, Effects and Networks in CSR Scandals in the Chocolate Industry. Abstract from The 62nd Annual International Communication Association Conference. ICA 2012, Phoenix, United States.1 p.
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    abstract = "Social media are widely considered as driving force for the institutionalization of CSR. It holds great potential for the empowerment of citizens, consumers, social movements or pressure groups. So far, this role of social media in the strategic communication of pressure groups is underexplored. By analysing the use and content of social media of protest actors on the one hand and corporations on the other, the paper contributes to understanding the mechanisms, conditions and effects of social media based pressure on corporations. Drawing on social movement theory, discourse theory and neo-institutional theory, it empirically analyses and contrasts civil society responses to two recent CSR scandals in the chocolate industry. While the revelation of deforestation with detrimental effects for Orang Utans fostered vast protest, leading to the abandonment of criticised practices by the international corporation Nestl{\'e} (March 2010), the revelation of child trafficking and slavery throughout the chocolate industry, gave rise to only moderate opposition (July 2010). The paper discusses the reasons underlying this discrepancy by analysing the differences and dynamics between the semantic networks and associative frames (Guo & McCombs, 2011, Schultz et al., 2011) of the actors via semantic network analysis (1765 sentences in social media, 132 in press releases). The findings allow further evaluations of institutional, ethical and political conditions and reflections on the implications of “social media values”.",
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    Mobilization and Resistance through Social Media : Analyzing Content, Effects and Networks in CSR Scandals in the Chocolate Industry. / Vestergaard Jørgensen, Anne; Etter, Michael; Colleoni, Elanor.

    2012. Abstract from The 62nd Annual International Communication Association Conference. ICA 2012, Phoenix, United States.

    Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

    TY - ABST

    T1 - Mobilization and Resistance through Social Media

    T2 - Analyzing Content, Effects and Networks in CSR Scandals in the Chocolate Industry

    AU - Vestergaard Jørgensen, Anne

    AU - Etter, Michael

    AU - Colleoni, Elanor

    N1 - CBS Library does not have access to the material

    PY - 2012

    Y1 - 2012

    N2 - Social media are widely considered as driving force for the institutionalization of CSR. It holds great potential for the empowerment of citizens, consumers, social movements or pressure groups. So far, this role of social media in the strategic communication of pressure groups is underexplored. By analysing the use and content of social media of protest actors on the one hand and corporations on the other, the paper contributes to understanding the mechanisms, conditions and effects of social media based pressure on corporations. Drawing on social movement theory, discourse theory and neo-institutional theory, it empirically analyses and contrasts civil society responses to two recent CSR scandals in the chocolate industry. While the revelation of deforestation with detrimental effects for Orang Utans fostered vast protest, leading to the abandonment of criticised practices by the international corporation Nestlé (March 2010), the revelation of child trafficking and slavery throughout the chocolate industry, gave rise to only moderate opposition (July 2010). The paper discusses the reasons underlying this discrepancy by analysing the differences and dynamics between the semantic networks and associative frames (Guo & McCombs, 2011, Schultz et al., 2011) of the actors via semantic network analysis (1765 sentences in social media, 132 in press releases). The findings allow further evaluations of institutional, ethical and political conditions and reflections on the implications of “social media values”.

    AB - Social media are widely considered as driving force for the institutionalization of CSR. It holds great potential for the empowerment of citizens, consumers, social movements or pressure groups. So far, this role of social media in the strategic communication of pressure groups is underexplored. By analysing the use and content of social media of protest actors on the one hand and corporations on the other, the paper contributes to understanding the mechanisms, conditions and effects of social media based pressure on corporations. Drawing on social movement theory, discourse theory and neo-institutional theory, it empirically analyses and contrasts civil society responses to two recent CSR scandals in the chocolate industry. While the revelation of deforestation with detrimental effects for Orang Utans fostered vast protest, leading to the abandonment of criticised practices by the international corporation Nestlé (March 2010), the revelation of child trafficking and slavery throughout the chocolate industry, gave rise to only moderate opposition (July 2010). The paper discusses the reasons underlying this discrepancy by analysing the differences and dynamics between the semantic networks and associative frames (Guo & McCombs, 2011, Schultz et al., 2011) of the actors via semantic network analysis (1765 sentences in social media, 132 in press releases). The findings allow further evaluations of institutional, ethical and political conditions and reflections on the implications of “social media values”.

    M3 - Conference abstract for conference

    ER -

    Vestergaard Jørgensen A, Etter M, Colleoni E. Mobilization and Resistance through Social Media: Analyzing Content, Effects and Networks in CSR Scandals in the Chocolate Industry. 2012. Abstract from The 62nd Annual International Communication Association Conference. ICA 2012, Phoenix, United States.