Social Responsibility: what’s the big deal? The influence of news media on future business people : A study on the three CSR-dimensions in media

Sammanfattning: The current study aims to provide insight into future business people’s perception of Social Responsibility topics in news media generated in the European Union. Furthermore, the study develops an understanding of the link between the perception of future business people and the three CSR-dimensions in media. These three dimensions include ‘opinion forming’, ‘opinion illustrating’ and ‘responsibility for own business actions’, emphasizing the media’s responsibility towards its stakeholders in order to act in line with socially responsible business actions. In news media, CSR is rather complex and sensitively linked to agenda setting, democracy, and transparency issues as well as accountability and one-way communication. The study focuses on future business people’s perceptions based on how they are affected by a media company’s commitment to the three CSR-dimensions since opinions are formed through media within society as a whole. Furthermore, the current study is conducted with qualitative research in order to gain deeper insight into the sample group’s in-depth feelings, experiences and opinions. Focus groups are conducted in order to achieve a thorough understanding of their perceptions. The analysis of the current study is based on thematic analysis enabling a systematic approach in order to provide the reader a clear overview. Moreover, findings are discussed and implications for management of media companies and society are demonstrated. A number of differing opinions become evident through the study among future business people. Their perceptions towards SR topics in news media emphasize the importance of the topic in today’s business environment and society as well as a subject that needs attention in news media. Moreover, future business people share a concern regarding news media’s agenda setting and illustrating, which in turn has an effect on the way they perceive a media company’s social responsibility processes. At the same time, SR topics in news media are intended to be taken into consideration for future decision-making.