Proceedings of the 22nd International Academic Conference, Lisbon

MEDIA MISSION AND CSR IN POLISH MEDIA

JAN KREFT

Abstract:

The source of acceptance for public media is a strong belief in social value of honest and competent information reporting and its contextualization. At the same time, however, a basic deteriorating factor of media legitimization is their transformation into market-oriented economy. Commodification of media means constant pressure to increase the role of “business” rhetoric and “business” solutions. The pressure is manifested by the fact that numerous media organisations – commercial and public ones – have accepted solutions of corporate social responsibility (CSR). However, the scale of CSR implementation in Polish media organisations is diversified. The survey, which was conducted among the CEOs of some regional radio broadcast partnerships in Poland, indicates that only one of them has in fact accepted the CSR solutions. The majority of this group think there is no need to implement CSR because they consider it to be a duplication of the public media mission. Considering commercial media, all the biggest TV and radio stations apply CSR.

Keywords: media, CSR, Poland

DOI: 10.20472/IAC.2016.022.030

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