264 KB63 KB199420242013Sandoval, Marisolletnik:20številka:3str. 39-57, 110ISSN:1318-3222COBISSID:32331869URN:URN:NBN:SI:doc-MX2JI58OenEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)communication mediumdobičekdružbena odgovornostkomunikacijekorporacijemedijipodjetjaCorporate social (ir)responsibility in media and communication industries|Microsoft is the most socially responsible company in the world, followed by Google on rank 2 and The Walt Disney Company on rank 3 - at least according to the perceptions of 47,000 people from 15 countries that participated in a survey conducted by the consultancy firm Reputation Institute. In this paper I take a critical look at Corporate Social Responsibility in media and communication industries. Within the debate on CSR media are often only discussed in regard to their role of raising awareness and enabling public debate about corporate social responsibility. What is missing are theoretical and empirical studies about the corporate social (ir)responsibility of media and communication companies themselves. This paper contributes to overcoming this blind spot. First I systematically describe four different ways of relating profit goals and social gaols of media and communication companies. I argue for a dialectical perspective that considers how profit interests and social responsibilities mutually shape each other. Such a perspective can draw on a critical political economy of media and communication. Based on this approach I take a closer look at Microsoft, Google and The Walt Disney Company and show that their actual practices do not correspond to their reputation. This analysis points at flaws in the concept CSR. I argue that despite these limitations CSR still contains a rational element that can however only be realised by going beyond CSR. I therefore suggest a new concept that turns CSR off its head and places it upon its feetMicrosoft je družbeno najbolj odgovorno podjetje na svetu, sledita mu Google na drugem in korporacija Walt Disney na tretjem mestu - vsaj glede na dojemanje 47.000 ljudi iz 15 držav, ki so sodelovali v anketi svetovalnega podjetja Reputation Institute. V članku avtorica kritično proučuje korporativno družbeno odgovornost (KDO) v medijskih in komunikacijskih industrijah. V razpravah o KDO se medije pogosto omenja le glede na njihovo vlogo pri ozaveščanju in omogočanju javne razprave o korporativni družbeni odgovornosti. Manjkajo pa teoretične in empirične študije o korporativni družbeni (ne)odgovornosti samih medijskih in komunikacijskih podjetij. Članek je prispevek k odpravljanju te slepe pege. Avtorica najprej sistematično opiše štiri različne vrste odnosov med profi tnimi in družbenimi cilji medijskih in komunikacijskih podjetij. Zagovarja dialektičen pristop, ki obravnava medsebojne vplive med profitnimi interesi in družbeno odgovornostjo in temelji na kritični politični ekonomiji medijev in komuniciranja. Avtorica podrobneje obravnava Microsoft, Google in Walt Disney in pokaže, da so njihove dejanske prakse v neskladju z njihovim slovesom. Analiza pokaže na pomanjkljivosti pojma KDO. Avtorica trdi, da kljub omejitvam KDO še vedno vsebuje racionalen element, ki pa se ga lahko udejanji le s premikom onkraj KDO. Avtorica tako predlaga rekonceptualizacijo, ki bi postavila KDO z glave zopet na nogeTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM