اخلاق کسب‌وکار در صنایع رسانه‌ای؛ مطالعه استراتژی‌های مسئولیت اجتماعی شرکتی ارائه‌دهندگان خدمات اینترنتی در دنیا

هدف: در عصر دیجیتال و تکنولوژی، بخش‌های صنعت رسانه از لحاظ سرمایه‌گذاری، اشتغال و انسجام اجتماعی، در توسعه کشورها سهم شایان ‌توجهی دارند. با توجه به فضای رقابتی حاکم بر بخش مذکور، شرکت‌ها هم‌زمان با توسعه صنعت، اقدام‌های مسئولیت اجتماعی را با انتظارها و علاقه ذی‌نفعان تراز می‌کنند. در این راستا، هدف پژوهش حاضر، شناسایی استراتژی‌های مسئولیت اجتماعی ارائه‌دهندگان خدمات اینترنتی دنیا به‌عنوان بخشی از صنعت رسانه است.روش: روش انتخابی برای اجرای پژوهش، تحلیل محتوای جهت‌دار است. نمونه‌گیری به‌صورت هدفمند صورت گرفته و ده شرکت شاخص بین‌المللی ارائه‌دهنده خدمات اینترنتی انتخاب شده است. برای تجزیه‌وتحلیل داده‌ها از کدگذاری کیفی ساختاری مطابق با ابعاد چهارگانه چارچوب سی‌اس‌آرهاب بهره گرفته شد.یافته‌ها: استراتژی‌های مسئولیت اجتماعی شرکت‌ها در سطح کلان و در سطح عملیات به‌تفکیک چهار بُعد کارمندان، جامعه، محیط‌زیست و حکمرانی شناسایی و طبقه‌بندی شد؛ البته، بُعد مربوط به جامعه، در مقایسه با سایر ابعاد، بیشتر در کانون توجه بود.نتیجه‌گیری: پژوهش حاضر نشان داد که ارائه‌دهندگان خدمات اینترنتی، در طراحی برنامه‌های مسئولیت اجتماعی، روی هسته اصلی کسب‌وکار، یعنی حوزه دیجیتال و رسانه متمرکز شده‌اند. این شرکت‌ها مسئولیت اجتماعی خود را متناسب با مسائل اجتماعی، زیست‌محیطی، اقتصادی و فرهنگی جوامع و با توجه به اصل فراگیری خدمات دیجیتال، برای تمامی ذی‌نفعان داخلی و خارجی، ایفا می‌کنند.

business ethics in media industries: a study of corporate social responsibility strategies of internet service providers in the world

objectivealong with the trends of digitization and globalization, media industries are facing a wide range of new ethical challenges due to their structures and functions. in addition to increasing the income and profits of shareholders, media organizations should act in the direction of public interest and develop social values such as social interactions, employment, public participation, collective awareness, and cultural identity. by understanding their social function and legitimizing their activities, media companies work in the face of a good corporate citizen through participation in corporate social responsibility activities.social responsibility is a sign of the company’s interaction with stakeholders, especially when dealing with products that involve the risk of consumer satisfaction and loyalty, which is the situation faced by the internet service providers industry. the internet service provider industry has evolved to meet the communication and information needs of the digital world, and due to the multitude of stakeholders, there is intense competition between companies. failure to act under society’s expectations has negative consequences on their survival. if an organization violates its obligations to society, its survival will be threatened through the boycott of products and services.corporate studies about the media and communication industries consider this industry to be one of the most dynamic industries in the world, where attention to the social responsibility of emerging media companies has increased. in this regard, the current research investigates the social responsibility strategies of the world’s top internet service providers as media companies. these are known as leading media organizations in the field of social responsibility, and the present study seeks to understand the strategies of these companies in different dimensions of social responsibility.literature reviewthe selected research framework for evaluating social responsibility is the csrh framework. this framework evaluates the social responsibility of organizations and businesses in the four dimensions of society, employees, environment, and governance.research methodologythe purpose of the research is to identify the social responsibility strategies of world-renowned internet service providers based on the dimensions of the csrhub framework. the study was conducted using the directed content analysis method, the purpose of which is to expand the concept of the theory. the data was collected using the library method and based on the reports and information provided on the website of the internet service providers or related websites. the sample size of the research includes the top 10 internet service provider companies, including france telecom, vodafone, mts, verizon, turkcell, ntt, zain, mtn, at t, and singtel. according to the selected research method, structural qualitative coding was used in data analysis; thus, based on the framework of csrhub, corporate social responsibility reports and strategies have been identified and classified in the four areas of governance, environment, employees, and society.findingsbased on the findings, internet service provider companies defined various social responsibility strategies in different dimensions of governance, employees, society, and environment, which follow their organizational mission. “france telecom” shifted the direction of its activities towards start-up collaborations and digital infrastructure development to take advantage of existing capacities to create value and empower stakeholders. in addition, in the governance dimension, privacy policies, transparency, business sustainability, and the development of codes of conduct for digital industries are defined in line with social responsibility. “vodafone” pursues the vision of “creating communication for a better future”.