This thesis explores the factors that influence the extent to which the World Wide Web
(henceforth web) is utilised by corporations in an environmentally sensitive industry to
communicate with their stakeholders in relation to environmental issues. The study
initially establishes, in theory, the communication potential of the web and possible
factors which can impact on the extent to which this potential is utilised for
environmental communication. Subsequently, it examines the use of the web by specific
companies in the Australian minerals industry for communicating environmental issues
to their stakeholders over time. Explanations for current practices are established
through an analysis of the impact of the factors established in theory on web based
environmental communication in the Australian minerals industry.¶
A model was established to guide the research process for this study. Drawing upon
media richness theory (Daft & Lengel, 1984, 1986; Sproull, 1991; Valacich et al.,
1993), the Media Richness Framework was developed to provide criteria for assessing
the communication potential of the web. It was also posited that the extent to which this
potential is utilised in practice is dependent on managements web based
communication needs. These needs incorporate timeliness, accessibility, presentation
and organisation, and interaction. Contextual factors, which include limitations of web
based technologies, economic, internal organisational and external stakeholder issues,
influence these needs.¶
Case study research (Hagg & Hedlund, 1979; Yin, 2003a, 2003b; Scapens, 2004) was
used as the methodological approach for this thesis in order to obtain an in-depth
understanding of current web based environmental communication practices. An
evaluation of the websites of mining companies was used as the basis for selecting three
companies as cases. These cases involved a triangulation of approaches towards data
collection: monitoring corporate websites on a regular basis; interviewing appropriate
personnel in these organisations; and evaluating documents related to the companies
environmental communication practice. Data gathered from interviews, websites and
documents were analysed for individual cases and then through cross-case comparisons.
The intention was to confirm the research model and to potentially extend it through a
consideration of other factors not identified in theory but evident in current practices.¶
The findings of this research indicate that even though the web has the potential to
enhance environmental communication in an environmentally sensitive industry that is
subject to extensive stakeholder pressures, there is variation in its use by companies in
the Australian minerals industry. An evaluation of the practices of the three chosen
companies highlighted that while the web is used extensively by these companies in
comparison with other corporations in the industry, the case study companies were at
different stages of web based environmental communication.¶
Managements web based environmental communication needs and the influence of
contextual factors on these needs explained the variation in web based environmental
communication across all three companies. Moreover, two other factors emerged from
the field; these are referred to as the double-edged sword and change in management
philosophy. These findings from the field highlight that the need for communication
through the web could have unintended consequences while a change in management
could alter the current approach towards web based environmental communication.¶
This study into the use of the web in the Australian minerals industry highlights that the
medium has an impact on environmental communication practice. Further research
could assess the communication potential of the various media used for environmental
communication in order to extend the explanatory power of the current study. This
study also outlines arguments in support of extending theorisation in environmental
communication. Existing theories for social and environmental accounting, such as
stakeholder and legitimacy theory (Roberts, 1992; Lindblom, 1993; Deegan, 2002) need
to be accompanied by other theoretical perspectives in order to capture a range of
potential factors that could impact environmental communication practices. Such
insights could provide a comprehensive understanding of environmental communication
in different contexts.
| Identifer | oai:union.ndltd.org:ADTP/216875 |
| Date | January 2007 |
| Creators | Lodhia, Sumit, sumit.lodhia@anu.edu.au |
| Publisher | The Australian National University. Faculty of Economics and Commerce |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://www.anu.edu.au/legal/copyrit.html), Copyright Sumit Lodhia |
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