We are socially responsible: a framing analysis of corporate public relations and their corporate social responsibility messages
Zurita, Patricia Cecilia
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Framing, a resourceful tool in political communication and sociology, offers similar versatility in the realm of public relations. This study elaborates on the questions of what frames are utilized in corporate public relations when referring to corporate social responsibility efforts and how successful they are at bringing their perspectives to the news media and activists. The study uses framing as the methodology to analyze the coverage of Wal-Mart’s experimental or green stores opened in McKinney, Texas and Aurora, Colorado in 2005. The study compares the frames found in the public relations material published by Wal-Mart, the media coverage, and the activists or bloggers coverage. The frames of the news media and activists had more in common than the public relations frames.