Using hypertext ethnography to understand corporate‐stakeholder relations in CSR

Abstract

Purpose -Within the context of a broader project that analysed CSR practices, this paper seeks to explain a methodological approach to web-based research that the authors call ''hypertext ethnography''. This approach aims to enable the paper to focus on the relations between three publicly listed corporations in Australia and the recipients of a selection of their CSR programs.Design/methodology/approach -Informed by ethnographic principles, hypertext ethnography provided the research protocols and analytical frame that were used to deconstruct the meanings in web texts that represented the connections between the corporations and their CSR stakeholders.Findings -The corporations and the stakeholders articulated their perspectives on CSR in affirmative ways, apparently to maintain their positive benefactor-recipient relations. While these discourses held the potential to mask more complex tensions in their relationships, the web was found to provide a rich hypertextual story that had a vastly broader scope than the self-contained corporate and stakeholder agendas.Research limitations/implications -The research approach presented here provides a useful first approximation to the study of CSR, through self representations, and offers a rigorous critical understanding of the practice of CSR. The approach can achieve much with only limited resources, but it could be developed through on-site ethnographic research.Practical implications -Because image-conscious corporations are often reluctant to participate in CSR research, the unobtrusive approach of hypertext ethnography can provide access to important data for the researcher. This is especially significant in the case of critical research, and when the characteristics of the CSR contributions or stakeholder relations are to be investigated.Originality/value -This paper offers a new way for approaching the study of CSR, by taking advantage of rich sources of data that are publicly available. Treating the web texts as primary data and critically analysing them following rigorous research protocols, enable new opportunities for understanding the public representations of CSR.

Understanding Indigenous Reconciliation Action Plans from a corporate social responsibility perspective

“…At present, there has been little theoretical investigation into corporate involvement in reconciliation activities and as such the role of RAPs in CSR is largely unknown. However, it is clear that Indigenous people represent important stakeholders for firms operating in Australia, a status is becoming increasingly embedded in corporate strategy (Crawley & Sinclair, 2003;Langton & Mazel 2008;Coronado & Fallon, 2011;O'Faircheallaigh, 2015). The private sector is increasingly expected to play an active role in Indigenous education, health and employment outcomes, traditionally considered a government domain (Langton 2015;Fordham et al 2018).…”

Giving with one hand

“…We constructed the corpus of data using a research strategy called “critical hypertext analysis” (Coronado and Fallon, n.d.). To gain a more holistic understanding of the phenomena represented by the web texts, this form of analysis looks beyond the discreet texts themselves, and follows their explicit and implicit connections with other texts.…”

Redefining the Communication Relationship Between Donors and Non-Profit Organisations in the Context of Corporate Social Investment

“…As part of the bigger notion of businesses' citizenship, their contribution to sustainable development and their societal involvement, many corporate organisations fund non-profit organisations (NPOs) as catalysts, partners and implementers of their corporate social investment (CSI) agendas (Coronado & Fallon 2011;Gokulsing 2011;Karoula & Halme 2008;Lewis 2003;Rossouw 2010). With the allocation of CSI budgets as cash, goods and services to social development NPOs, the importance of these NPOs as a stakeholder group to donor organisations becomes undeniable (Burgos 2012;Karoula & Halme 2008;Matthews 2014).…”