Acting for Change - A Communicational Perspective to Corporate Activism
Jantunen, Saija; Hirsto, Heidi (2021-12-21)
Jantunen, Saija
Hirsto, Heidi
Editori(t)
Katajamäki, Heli
Enell-Nilsson, Mona
Kauppinen-Räisänen, Hannele
Kääntä, Liisa
Salovaara, Harri
VAKKI ry
21.12.2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2022033126488
https://urn.fi/URN:NBN:fi-fe2022033126488
Kuvaus
vertaisarvioitu
© 2021 VAKKI ry ja kirjoittajat
© 2021 VAKKI ry ja kirjoittajat
Tiivistelmä
Business corporations are increasingly engaging in social and political issues through public actions and statements that have been described as corporate activism. In this paper, our aim is
to deepen the understanding of corporate activism from a communicational perspective. We approach corporate activism as a phenomenon at the intersection of the social-political orientation of corporations and the public orientation of marketing communication. Through combining insights form both perspectives, we arrive at a three-dimensional definition of corporate activism as public action that 1) entails a substantial act or change in behavior with impact beyond the company, 2) fuels attention in contemporary media, and 3) is discursively connected to corporate strategy. In the empirical part, we illustrate how these dimensions are enacted in selected cases of Finnish companies that communicate like activists, and reflected upon in consumers’ assessment of the cases.
to deepen the understanding of corporate activism from a communicational perspective. We approach corporate activism as a phenomenon at the intersection of the social-political orientation of corporations and the public orientation of marketing communication. Through combining insights form both perspectives, we arrive at a three-dimensional definition of corporate activism as public action that 1) entails a substantial act or change in behavior with impact beyond the company, 2) fuels attention in contemporary media, and 3) is discursively connected to corporate strategy. In the empirical part, we illustrate how these dimensions are enacted in selected cases of Finnish companies that communicate like activists, and reflected upon in consumers’ assessment of the cases.
Kokoelmat
- Artikkelit [3030]