POTRET CORPORATE SOCIAL RESPONSIBILITY (CSR) DI MEDIA
Abstract: Portray of Corporate
Social Responsibility (CSR) on media is no more than complementary part which
never appears as main one. Through a descriptive qualitative research, CSR
appears on media as part of marketing communication activities communicated by
top-level managements. CSR is communicated by buying space on media to gain
economical and moral beneficiaries for private companies identified as major
sectors that dominantly conduct CSR. Donation considerably becomes major issue
in CSR, yet it is a program purposing to empower community and two-ways
oriented. Media landscape and its people have significant contribution to CSR’s
appearance on media; and, stereotypes existing between both media and CSR
initiators affect to the low appearance of CSR on media. Therefore, synergy
between both of them is required, either as executor, facilitator, or promoter.
By doing so, CSR as one of the efforts to create changes and overcome social
problems in Indonesia is possible to be implemented.
Penulis: Abdul Rohman
Kode Jurnal: jpkomunikasidd100115
