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Tendências teóricas e desafios na comunicação da responsabilidade social corporativa

David Díez
Universidad Católica de Manizales
Juliana Díaz-Ospina
Universidad Católica de Manizales
Sebastian Robledo
Universidad Católica Luis Amigó
María del Pilar Rodríguez-Córdoba
Universidad Nacional de Colombia
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Resumo

O artigo tem como objetivo caracterizar a literatura acadêmica sobre comunicação de responsabilidade social corporativa (Corsc), como base para o mapeamento de tendências teóricas e desafios práticos neste campo acadêmico e profissional. Esta pesquisa é de especial interesse para organizações que comunicam suas práticas de responsabilidade social a fim de convencer seus consumidores e engajar seus funcionários. Também para grupos de interesse, como organizações da sociedade civil, que aspiram a uma construção mais dialógica do sentido e das multas da responsabilidade social empresarial. Ambas as frentes de reflexão enquadramse numa abordagem integradora do Corsc (modelo 4I), que permite organizar e compreender como se complementam múltiplas teorias relacionadas com o que é, para que serve e como funciona este processo de comunicação. Essa utilidade é destacada pela escassez de revisões sistemáticas sobre Corsc baseadas em abordagens integrativas. Por meio de uma revisão bibliográfica sistemática de abordagem quantitativa e qualitativa, confirmou-se a necessidade de realizar pesquisas que estudem paralelamente as quatro dimensões do Corsc: identidade, integração, interpretação e imagem. O anterior, a partir de uma perspectiva ética que reconhece o papel construtivo do design no estudo e na prática da comunicação da responsabilidade social corporativa.

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Como Citar
Díez, D., Díaz-Ospina, J., Robledo, S., & Rodríguez-Córdoba, M. del P. (2022). Tendências teóricas e desafios na comunicação da responsabilidade social corporativa. Anagramas Rumbos Y Sentidos De La Comunicación, 20(40), 146-176. https://doi.org/10.22395/angr.v20n40a7

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