Stakeholder engagement (SE) is a milestone corporate social responsibility (CSR) policies and practices because it allows one party (the organization) to interact with another (the stakeholder) in a two-way dialogue in which the engager and engaged mutually learn from such contacts, deeply revising their expectations and preconceptions (Manetti, 2011; Owen et al., 2001). In this sense, SE is a powerful tool of dialogic or polylogic communication and accounting (Bebbington et al., 2007a; Brown, 2009; Brown and Dillard, 2013b) that offers interactive mutual learning processes that are capable of promoting transformative action and social change (Bebbington et al, 2007a, p. 357). Among the instruments and techniques of SE, a leading and crucial role is played by computer-mediated communication (CMC) and online interaction using the organization’s social media, social networks, blogs, websites, and other technologies linked to the Internet (see for example: Kent et al. 2003; Park and Reber, 2008; Rybalko and Seltzer; 2010; Unerman and Bennett, 2004). In the present study we aim at exploring the strengths and weaknesses of CMC as an instrument of SE in SESR in order to identify, dialogue, and engage the largest possible number of organization stakeholders (Swift et al., 2001), taking into the account their opinions and expectations even if they are divergent from the organization’s point of view. More specifically, we study the role played by CMC in promoting a democratic debate on CSR issues (Unerman and Bennett, 2004). Our exploratory research question is whether CMC, especially online interaction mechanisms such as social networks (e.g. Facebook and Twitter), has the psychological and communicative characteristics of an effective polylogic accounting system.
The use of computer mediated communication for engaging stakeholders in sustainability reporting: psychological and communicative aspects / G.Manetti. - ELETTRONICO. - (2014), pp. 1-24. (Intervento presentato al convegno 12th World Congress of Accounting Educators and Researchers tenutosi a Florence nel 14-15 November 2014).
The use of computer mediated communication for engaging stakeholders in sustainability reporting: psychological and communicative aspects
MANETTI, GIACOMO
2014
Abstract
Stakeholder engagement (SE) is a milestone corporate social responsibility (CSR) policies and practices because it allows one party (the organization) to interact with another (the stakeholder) in a two-way dialogue in which the engager and engaged mutually learn from such contacts, deeply revising their expectations and preconceptions (Manetti, 2011; Owen et al., 2001). In this sense, SE is a powerful tool of dialogic or polylogic communication and accounting (Bebbington et al., 2007a; Brown, 2009; Brown and Dillard, 2013b) that offers interactive mutual learning processes that are capable of promoting transformative action and social change (Bebbington et al, 2007a, p. 357). Among the instruments and techniques of SE, a leading and crucial role is played by computer-mediated communication (CMC) and online interaction using the organization’s social media, social networks, blogs, websites, and other technologies linked to the Internet (see for example: Kent et al. 2003; Park and Reber, 2008; Rybalko and Seltzer; 2010; Unerman and Bennett, 2004). In the present study we aim at exploring the strengths and weaknesses of CMC as an instrument of SE in SESR in order to identify, dialogue, and engage the largest possible number of organization stakeholders (Swift et al., 2001), taking into the account their opinions and expectations even if they are divergent from the organization’s point of view. More specifically, we study the role played by CMC in promoting a democratic debate on CSR issues (Unerman and Bennett, 2004). Our exploratory research question is whether CMC, especially online interaction mechanisms such as social networks (e.g. Facebook and Twitter), has the psychological and communicative characteristics of an effective polylogic accounting system.I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.