Research On The Impact Of Media Coverage On Corporate Social Responsibility

Corporate Social Responsibility(CSR)refers to the company's responsibility to consumers,the community and the environment while creating profits and legal responsibility to shareholders and employees.Corporate social responsibility requires companies to surpass the traditional concept of profitability as the sole goal,but requires companies to pay attention to the value of people in the production process and the company's contribution to the environment,consumers and society.The media is the medium through which information is disseminated.It refers to the tools,channels,carriers,intermediaries or technical means used by humans to transmit and obtain information.The media can also be regarded as all technical means to achieve the transfer of information from information sources to trustees.Media reports have dual identities,on the one hand,information disclosure mechanism and on the other hand,external regulatory agencies.Academia has found that media reports may have an impact on corporate social responsibility,but lack of deeper empirical research.Combining this background,this paper explores its impact on corporate social responsibility commitment and performance from the perspective of media reports.Based on this,this paper uses the data of China's A-share listed companies from 2010 to 2017 as a sample to empirically study the relationship between media reports and corporate social responsibility.The research results show that:(1)Media reports have a positive effect on corporate social responsibility performance,negative reports can promote enterprises to actively fulfill their social responsibilities;(2)Compared with other industry classifications,high-polluting and highly-competitive industries that have received more media attention,so they are more motivated to assume social responsibilities;(3)Based on the breakdown of corporate social responsibility,it can be seen that due to the different characteristics of the industry in which the company is located,there are different focuses in the process of fulfilling corporate social responsibility.For enterprises in high pollution industries,environmental responsibility is the focus of their corporate social responsibility.In addition,for companies in different industries,shareholder responsibility is the focus of their corporate social responsibility.The main contributions of this paper are as follows: Firstly,this paper explores its impact on corporate social responsibility commitment and fulfillment from the perspective of media reports,and deeply studies whether negative reports have a greater impact on corporate social responsibility;Secondly,this paper combines the industry characteristics of different industries in which the company is located,and studies the impact of media reports on the social responsibility of enterprises in different industries,which enriches the factors that affect corporate social responsibility and improves the external supervision environment of the company;Thirdly,this paper divides corporate social responsibility from content aspects into environmental responsibility,social responsibility,employee responsibility,shareholder responsibility,supplier and consumer responsibilities.Combining the different characteristics of the industry in which the company is located,this paper studies the impact of media reports on different aspects of corporate social responsibility in order to analyze the impact of media reports on corporate social responsibility more clearly.It will bring some enlightenment to how to improve corporate social responsibility performance level in China.