Opening the CSR Discourse for Critical Stakeholders in Social Media: When Official CSR Communication and Stakeholder Critique Interfere

    Research output: Contribution to conferencePaperResearchpeer-review

    Abstract

    This study examines how a contested fast food chain in the middle of on-going image transformation efforts opens the distorted discourse about CSR with a social media campaign and enables the interference of official corporate communication and stakeholder critique. The study examines how the company closes the CSR discourse and re-establishes the distorted discourse through various closing moves. Furthermore the study shows how the corporation resolves substantial and unsubstantial accusations by turning them into discursive resources and publicly frames neutralisation and denial of critique as a transparency campaign. Therewith the company is able to co-opt its critical consumers, address long-lasting critique and at the same time emphasis the commitment to its new values.
    Original languageEnglish
    Publication date2011
    Number of pages13
    Publication statusPublished - 2011
    EventWorkshop on Social Media for Social Purposes - Copenhagen Business School, Frederiksberg, Denmark
    Duration: 13 Nov 201213 Nov 2012
    http://www.cbs.dk/Forskning/Institutter-centre/Institutter/cbsCSR/hoejreboks/Nyheder/Public-seminar-on-Social-Media-for-Social-Purposes

    Workshop

    WorkshopWorkshop on Social Media for Social Purposes
    LocationCopenhagen Business School
    CountryDenmark
    CityFrederiksberg
    Period13/11/201213/11/2012
    OtherClosed Workshop preceeding the Public seminar on Social Media for Social Purposes, 14.11.2012<br/>
    Internet address

    Bibliographical note

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    Cite this

    Etter, M. (2011). Opening the CSR Discourse for Critical Stakeholders in Social Media: When Official CSR Communication and Stakeholder Critique Interfere. Paper presented at Workshop on Social Media for Social Purposes, Frederiksberg, Denmark.