The Debate over Corporate Social Responsibility

By Steve May; George Cheney et al. | Go to book overview

9

Corporate Social Responsibility in Mexico
An Approximation from the Point
of View of Communication

MARIELA PÉREZ CHAVARRÍA

Over the past few years, the topic of corporate social responsibility (CSR) has captured a great deal of interest, but its development and dissemination have varied from one country to another, taking on the cultural nuances typical of each nation or region. Research on these nuances would still appear to be exiguous, although some studies exist along these lines, such as that of Juholin (2003) in Finland and those of Sanborn (2004), Agüero (2002), and Sánchez (2000) in Latin America, among others, in which the main focus has been to identify the national characteristics presented by CSR.

In Mexico, although the topic has been developed over time, CSR still faces quite a few challenges: What is the significance of CSR? What exactly does it involve? How is it communicated? How can you make it visible? How do you disseminate it so that it can be applied, without it being considered a resource exclusively in the service of company image and public relations? How can it be seen as important, in and of itself, rather than a peripheral activity typical of the portfolios in this discipline? (Frankental, 2001; L'Etang, 1994; Roberts, 2003).

Moreover, as is well known, advances in the Internet have modified organizational communication (Augustine, 2001). In this new interactive context, it is no longer possible to communicate according to a linear model of univocal meanings and unilateral decisions. Today, the challenge involves participation and communication in a chaotic, open, interactive milieu that demands dialogue, confidence, and credibility between what is said and what is done (Stroh & Jaatinen, 2001; Tixier, 2003).

Given this panorama, in this chapter I present research that seeks to find out what is communicated on the Internet, insofar as CSR is concerned, by Mexican companies. In particular, I focus on companies with the best reputation in 2004, to wit: “[T]hose recognized for their responsible practices and their commitment to Mexican society” (Transparencia Mexicana y Consulta Mitofsky, 2004). I also attempt to discover the following: What is CSR in Mexico like, from what companies themselves say? What do companies say about themselves regarding this topic? To whom do they send those messages? How do they communicate on the Internet?

This research is important for several reasons. First of all, very little has been studied on the topic— that of social responsibility and communication in Mexico—and therefore, the resulting analysis may shed some light on how companies adjust to global pressure. Second, it may provide evidence on how CSR has developed in Mexico. Above all, it may discover what efforts the business sector has been making so that future research can compare it to similar groups in other countries.

In addition, from the standpoint of communication—which underlies and guides this work—

-135-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
The Debate over Corporate Social Responsibility
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
/ 490

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

    Already a member? Log in now.