The communicative stance of CSR: reflections on the value of CSR communication

Purpose The purpose of this paper is to introduce the third special issue on corporate social responsibility communication (CSRCom). In this editorial, the authors take the opportunity to share the latest knowledge, research and insights on CSRCom as presented at the third International CSR Communication Conference held in Ljubljana 17-19 September 2015. Design/methodology/approach Many efforts have been made to map the research field of CSRCom. Two major ontological streams seem to stand out in CSRCom research: functionalism vs constructivism. In this editorial, the authors describe each of them, address the factors which contributed to their implementation within the CSRCom field and provide a rationale for bridging the two approaches. Findings The papers selected for the issue demonstrate that recent studies of CSRCom are anchored both in functionalism and constructivism but that the attention towards using CSRCom in organisational processes of collaboration and networking is growing. This growth is aligned to the changes in the wider social environment. In this editorial, the authors are bridging both approaches and relating them to the most recent developments in CSR and CSRCom. Originality/value This paper concludes that a growing body of empirical studies contributes to an increased understanding of how both functionalistic and constitutive perspectives are relevant and provide key insights for communication managers. It also accentuates the idea that the ability to expand the understanding of CSRCom from that of a means to an end to one, according to which communication represents an important end/goal in itself, that can play a crucial role in dealing with the growing complexity of CSR processes

Corporate responsibility reporting and storytelling

This chapter provides an account of corporate social responsibility (hereafter known as “CSR”), through storytelling. CSR reports are becoming more widespread and managers can use stories and narratives in communications about CSR to attempt to manage impressions. The theory related to storytelling is outlined, and this includes impressions management, rhetoric, and the different storytelling descriptions. The chapter applies a deconstructive storytelling approach to the Annual and CSR Report of JP Morgan Chase & Co (hereafter referred to as “JPM”). The narratives used by JPM are examined as an example of how storytelling research is used to study impressions management strategies. As there have been few studies of company reports that link storytelling to CSR practices, this paper makes a useful contribution to an expanding literature, particularly in emphasizing storytelling