Navigating CSR Communication in an Age of Polarization
In this article, authors Dennis Schoeneborn, Urša Golob, Hannah Trittin-Ulbrich, Matthias Wenzel, and Amy O’Connor reflect on the inspiration behind their research article, “CSR Communication and the Polarization of Public Discourses: Introduction to the Special Issue,” published in Management Communication Quarterly.
In 2020, Dr. Tedros Adhanom Ghebreyesus, secretary general of the United Nations, famously remarked: “We’re not just fighting an epidemic; we’re fighting an infodemic.” This statement succinctly captures the complex communication landscape that organizations must navigate today. For instance, as the COVID-19 pandemic unfolded, the challenges for firms to legitimize their business practices via CSR communication became increasingly evident, particularly within a polarized public discourse.
What Sparked Our Special Issue?
The impetus for the Management Communication Quarterly (MCQ) Special Issue on
“CSR communication in an age of polarization” stems from the increasing polarization in public discourse, which poses a significant threat to Western democracies by undermining the ability to reach compromises and consensus. These dynamics are compounded by “post-truth” tendencies and the erosion of fact-based information, where the lines between credible and deceptive sources blur. Digital media platforms further exacerbate this issue by creating echo chambers through algorithmic filters, amplifying disinformation and “fake news”. In our introduction to the Special Issue, we provide an overview of research on these dynamics that is clustered around explaining polarization, navigating CSR-related challenges with it, and firm’s communicative responsibility vis-à-vis polarization.
A Matter of Communicative Responsibility
As the contributions to the Special Issue show, polarization not only threatens democratic societies but also fundamentally challenges businesses. Companies must find ways to communicate responsibly and authentically, even when caught between polarized viewpoints. In the context of morally charged sociopolitical issues like sustainability and diversity, companies face intense pressure to take clear stances, which can alienate segments of their audience. Navigating these waters requires organizations to balance conflicting stakeholder expectations, making CSR communication more fraught than ever. These insights emphasize the need for innovative approaches to CSR communication.
The Need for Rethinking CSR Communication
Research on topics around the Special Issue is innovative in its theorizing and empirically exploring intersection of CSR communication and polarization. While previous studies have examined how organizations engage with stakeholders around CSR, the rapidly changing communicative landscape demands a broader perspective. With our introduction to the special issue, we aim to provide a comprehensive understanding of how polarization alters CSR communication practices and reshapes the institutional role of corporations in society. In particular, we identified three main research streams within this domain (see also Table 1 below): (1) How can polarization of CSR-related issues in the public discourse be explained? (2) How can firms navigate CSR communication in times of polarization? (3) What should be firms’ communicative responsibility vis-á-vis polarization?
Final Reflections
The MCQ Special Issue aims to address the pressing challenges businesses face in today’s polarized communication environment. By bringing together insights on CSR and polarization, we hope to illuminate the ways in which companies can navigate this complex landscape in a responsible manner. In an age where the lines between information and misinformation are increasingly blurred, the way organizations communicate about CSR is more important than ever. Our introductory overview underscores the need for innovative strategies that can help businesses engage meaningfully with their stakeholders while navigating the challenges of polarization. As we move forward, it is essential for scholars and practitioners alike to continue exploring how CSR communication can evolve to meet the demands of our rapidly changing world.
