Mídia e responsabilidade social empresarial

Abstract

This paper reflects on how media can act as a legitimating tool for organizations through the concept of social responsability. By using questionnaires applied to journalists from the two newspapers in Santa Maria/RS, Diário de Santa Maria and A Razão, has been verified the relevance of the concept of social responsibility in the local companies. The study case used is the CVI - Companhia Vontobel de Investimentos. Through the questionnaires applied, journalists were expected to give their opinion if the CVI has social responsibility. With this research, it was possible to observe the different views about what is social responsibility in the companies, also to point out the need for new communication strategies in order to improve this concept among those professionals.

Este artículo reflexiona acerca de los medios como herramienta de legitimación organizacional por medio del tema responsabilidad social. Com aplicación de cuestionarios al periodistas de la prensa de Santa Maria/RS, Diário de Santa Maria y A Razão, se busco la verificación de la importancia del tema responsabilidad social y si la empresa CVI - Companhia Vontobel de Investimentos, caso de esta investigación, es vista como una empresa socialmente responsable. Por lo tanto, es posible ver los diferentes conceptos sobre el tema responsabilidad social entre los periodistas, además se verifico la necesidad de creación de nuevas estrategias comunicacionales con la finalidad de ampliar los conceptos de responsabilidad social para estos profesionales.