Media Attention And Its Influence On Corporate Social Responsibility In P.R China

The purpose of this research is to develop understanding between the relationship ofCorporate Social Responsibility (CSR) and the Media on the fact that media attention canenhance firm’s CSR and CSR is prone to change if the media attention is at a high level.Our paper investigates the impact of media on corporate social responsibility (CSR). Ourstudy reveals the influence of media attention on CSR activities and further elaborates thefact that increased media attention can enhance firm’s CSR activities.Understanding the relationship between the media and CSR is of great interest andrelevance to policy makers and academic community. Existing concepts and regressionmodels have the capacity to be further explored and maneuvered through extensiveresearch. This paper is set in the context of media attention and its immediate effect onfirm’s CSR activities with the help of cross-sectional data from the Chinese Stock Marketyear2007(note: only the2007-CSR of China’s listed firms is publicly available) alongwith a further understanding of this framework from the point of view of academic andbusiness practitioners. Results from the content analysis demonstrate how the mediashapes CSR stories and suggest how media coverage might change if more information isreadily available on the firm’s CSR activities.