「社會企業責任」是一個自相矛盾的名詞 ，它擁有無數有可能的意思 -「企業」暗喻賺取利潤，「社會」暗喻很多不同人士關注的不同利益，「責任」暗喻必要及非自願的行動。它是一個非固定的概念。跟據跨媒體議題設定理論，這研究利用內容分析,探討香港兩間本地電力公司如何利用有關社會企業責任的新聞稿影響報章的報道。結果顯示社會企業責任主題的新聞稿並沒有得到報章的重視，報章普遍認為某些對與公眾相關的主題的重要性較高。但關於社會企業責任的描述，例如發生的地區及合作的機構，就與報章的報道有相關性。而與社會企業責任活動有關的持份者及新聞稿中的引述數目與報章報道的次數是沒有關連的。這研究將原本的議題設定理論作出更改，以社會企業責任不同的「主題」代替「議題」為第一層議題設定作出分析；而第二層的分析就以被引用的源頭及引用內容的取態作出分析。。在報章的報道中，不同報章對各個主題的重視程度不一，所以它們報道的取態都有所不同。由於社會企業責任相關的資訊都較為正面，新聞稿是結構性的策略，目的是改變傳媒的行為，希望得到重視。這研究顯示出在新聞選擇、取態及擬訂的過程中，某些因素能取決社會企業責任相關資訊的新聞價值。 / “Corporate social responsibility“ is an oxymoron with multiple possible meanings - “corporate“ implies profit making, “social“ implies a multiplicity of interests and “responsibility implies required, thus involuntary actions. It is a fluid concept. Based on the intermedia agenda setting theory, this study employed content analysis to investigate how the CSR-related news releases published by the two local electricity providers in Hong Kong have contributed to press coverage. The results reflect that the salience of CSR theme is not transferred - the press assigns different degrees of emphasis to themes of higher relevance to the general public. The descriptions using which the CSR information is presented, such as location and the CSR partner with whom the CSR activities were carried out, are found to be significant to the amount of press coverage. However, the stakeholder groups affected by the CSR activities and the number of sources quoted in the news releases are not related to the amount of press coverage. The original agenda setting effects model was revised; apart from measuring CSR theme as the 1st level, the 2nd level was changed - source attributions and the tone of those attributions were studied. In the media agenda, the newspapers differ in their degrees of emphasis assigned to each CSR theme, thus, also vary in the tone of their coverage. Given the distinctive nature of CSR information being mostly positive, news releases are structured efforts intended to push for a behavioral change in the media. This study shows the process involves contingent factors that highlight the measurements of the newsworthy elements of CSR themes during the process of news selection, framing and elaboration. / Detailed summary in vernacular field only. / Tam, Lai Shan. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 136-148). / Abstracts also in Chinese. / Chapter Chapter 1 --- Introduction --- p.5-11 / Chapter Chapter 2 --- Theoretical Framework on Agenda Setting --- p.12-31 / The Agenda Setting Theory / Intermedia Agenda Setting Effects / Chapter Chapter 3 --- Theoretical Review on CSR Communication --- p.32-57 / What is Corporate Social Responsibility? / The Corporate Agenda / The Public Agenda / The Media Agenda / Research Questions / Chapter Chapter 4 --- Methodology --- p.58-69 / Methods / Sampling / Data Collection / Variables / Statistical Analysis / Revised Framework / Chapter Chapter 5 --- Results --- p.70-94 / The Corporate Agenda / The Media Agenda / Relationships between the Corporate and Media Agendas / Chapter Chapter 6 --- Conclusion & Discussion --- p.95-135 / Measuring “Issue“ in CSR Communication / Defining the “Attributes of Issues“ / Defining the “Transfer of Attributes“ / Monitoring Media Coverage / Measuring Consistency within CSR Communication / Contributions to the Intermedia Agenda Setting Research / CSR Communication & Intermedia Agenda Setting / The Media Ecology / Nature of Business & Application to Other Industries / The Hong Kong Context / Limitations / Chapter Chapter 7 --- References --- p.136-148
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_328540 |
| Date | January 2012 |
| Contributors | Tam, Lai Shan., Chinese University of Hong Kong Graduate School. Division of Communication. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese |
| Detected Language | English |
| Type | Text, bibliography |
| Format | electronic resource, electronic resource, remote, 1 online resource (148 leaves) : ill. |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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