PERSPEKTIF DAN MOTIF CSR SERTA IMPLIKASINYA PADA KOMUNIKASI CSR: SEBUAH TINJAUAN PUSTAKA
Keywords:
CSR, komunikasi CSR, hubungan masyarakat, komunikasi organisasi, , komunikasi CSRAbstract
Tanggung jawab sosial perusahaan (corporate social responsibility/CSR) menjadi praktik yang banyak diperdebatkan dan menimbulkan banyak pandangan dalam konteks relasi bisnis dan masyarakat. Kompleksitas ini juga membawa implikasi pada praktik komunikasi CSR. Melalui studi pustaka artikel ini bertujuan untuk mengidentifikasi aspek mendasar yang bisa ditarik dari kajian CSR yang kemudian membantu memahami kajian komunikasi CSR, khususnya dalam sub-disiplin hubungan masyarakat dan komunikasi organisasi. Metode yang digunakan adalah studi pustaka integratif yang digunakan untuk menilai dan mensintesis pustaka pada topik kajian CSR dan memungkinkan untuk memunculkan sebuah kerangka pemikiran tertentu. Hasil studi pustaka menunjukkan perlunya memahami aspek pendekatan cara pandang CSR, yaitu pendekatan pemegang saham, pendekatan pemangku kepentingan, dan pendekatan kemasyarakatan. Demikian juga perlu dipahami motif CSR sebuah perusahaan, yaitu apakah motif ekonomi, politik, integrasi sosial atau etis. Artikel ini juga menunjukkan relevansi sub-disiplin hubungan masyarakat dan komunikasi organisasi dalam kajian komunikasi CSR. Artikel ini memberikan kontribusi pada pada pemahaman praktik CSR dan komunikasi yang beragam dengan mempertimbangkan konteks dan latar belakang motivasi perusahaan. Studi pustaka ini menyarankan perlunya pendekatan CSR dan komunikasi CSR yang berpusat dan berorientasi pada pemangku kepentingan dibandingkan pada perusahaan, serta mengangkat aspek lokalitas untuk memperkaya kajian multikultur dalam komunikasi CSR.
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