当争议遇上争议,你会看到什么?了解大麻公司在 Instagram 上进行企业社会倡导的视觉传播

IF 4.1 3区 管理学 Q2 BUSINESS Public Relations Review Pub Date : 2024-01-11 DOI:10.1016/j.pubrev.2023.102417
Chuqing Dong , Virginia Harrison , Qi Zheng
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引用次数: 0

摘要

虽然企业越来越积极地为社会和政治问题发声,即所谓的企业社会倡导(CSA),但有争议的企业 CSA 的策略、影响和道德规范在很大程度上还不为人所知。本研究借鉴视觉框架理论和企业社会倡导文献,探讨大麻公司的企业社会倡导如何构建视觉框架及其对 Instagram 上公众参与(即点赞和评论)的影响。对 42 家大麻公司在 Instagram 上发布的 502 篇帖子进行内容分析后发现,大麻公司通过各种视觉策略构建了 CSA 的含义。不过,要启动真正的基于图像的 CSA,它们可能还有很长的路要走。回归分析发现,性别、肤色和问题类别是能够促进或阻碍公众参与的有影响力的视觉特征,从而引发了对大麻公司在企业行动主义中的地位的重要思考。在当今两极分化的舆论环境和日益注重视觉效果的媒体环境中,本研究推进了对企业传播的理论驱动、细致入微和情景化理解。
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When controversy meets controversy, what do you see? Understanding the visual communication of cannabis companies’ corporate social advocacy on Instagram

While businesses are increasingly active in raising voices for social and political issues, known as corporate social advocacy (CSA), the strategies, impacts, and ethics of controversial businesses’ CSA are largely unknown. This study draws on the visual framing theory and CSA literature to explore how visual framings are constructed in cannabis companies’ CSA and their effects on public engagement (i.e., likes and comments) on Instagram. Findings from content analysis of 502 Instagram posts by 42 cannabis companies reveal that cannabis companies construct the meaning of CSA via various visual strategies. However, they may still have a long way to go before initiating authentic image-based CSA. Regression analyses found that gender, color, and issue category are among influential visual characteristics that can foster or impede public engagement, raising critical consideration of cannabis companies’ positionality in corporate activism. This study advances the theory-driven, nuanced, and contextualized understanding of corporate communication in today’s polarized public opinion environment and increasingly visual-focused media landscape.

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来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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