KRYTYCZNIE O CSR ORGANIZACJI MEDIALNYCH – MIĘDZY MARKETINGIEM A MISJĄ
CRITICAL COMMENTS ON CSR OF MEDIA ORGANISATIONS – BETWEEN MARKETING AND MISSION

Summary/Abstract: Public and commercial media enterprises adopt and communicate their CSR standards. It mainly refers to the largest television and radio broadcasting partnerships. However, in the field of their basic activities, which are namely: providing information, as well as creating and distributing media products, the aims and objectives defined by CSR are actually included in the functions and mission of media. Considering this fact, CSR in media organisations come as a multiplication of basic expectations and obligations of media. For media organisations (public media in particular) accepting and communicating CSR standards means accepting and communicating basic media functions with the consideration of methods and aims characteristic for commercial organisations. It may be interpreted as a form of creating an image which aims at the increase in value.

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