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The atrium effect of website openness on the communication of corporate social responsibility

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  • Nuno Guimarães‐Costa
  • Miguel Pina e Cunha

Abstract

This paper applies the image of a Roman atrium to disclosure of CSR activities on company websites, through an examination of the website content of 19 large companies operating in Portugal. The analysis reveals a CSR discourse targeting stakeholders. What is stated is carefully chosen in order to mitigate potential reactions from offended stakeholders, these coming mostly from those areas where their negative impact could be more visible. We conclude that comparison with Roman atria can be made to the extent that (a) websites allow companies to suggest positive images about themselves, (b) their openness forces companies to adopt bi‐focal messages where the target does not always coincide with the message's subject and (c) their visibility and accessibility induce companies to take a position on external events and to seek greater alignment between disclosure and action. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Nuno Guimarães‐Costa & Miguel Pina e Cunha, 2008. "The atrium effect of website openness on the communication of corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 43-51, January.
    • Handle: RePEc:wly:corsem:v:15:y:2008:i:1:p:43-51
    DOI: 10.1002/csr.128
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    Cited by:

    1. Pablo Gomez‐Carrasco & Giovanna Michelon, 2017. "The Power of Stakeholders' Voice: The Effects of Social Media Activism on Stock Markets," Business Strategy and the Environment, Wiley Blackwell, vol. 26(6), pages 855-872, September.
    2. Sónia Maria da Silva Monteiro & Beatriz Aibar‐Guzmán, 2010. "Determinants of environmental disclosure in the annual reports of large companies operating in Portugal," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(4), pages 185-204, July.
    3. Torbjörn Tagesson & Veronica Blank & Pernilla Broberg & Sven‐Olof Collin, 2009. "What explains the extent and content of social and environmental disclosures on corporate websites: a study of social and environmental reporting in Swedish listed corporations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(6), pages 352-364, November.
    4. Paolo Esposito & Paolo Ricci, 2021. "Cultural organizations, digital Corporate Social Responsibility and stakeholder engagement in virtual museums: a multiple case study. How digitization is influencing the attitude toward CSR," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 953-964, March.
    5. Paul Ziek, 2009. "Making sense of CSR communication," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(3), pages 137-145, May.

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