Graduation Year

2024

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Travis Bell, Ph.D.

Committee Member

Kathy Fitzpatrick, J.D.

Committee Member

Janelle Applequist, Ph.D.

Keywords

corporate social responsibility, framing, inspire change, strategic communication

Abstract

This research provides a basis for understanding how public relations practitioners should present CSR initiatives in their organizations and how the media may interpret its initiatives. The researcher analyzed how the NFL framed its Inspire Change campaign and how it was translated in the media. First, a qualitative textual analysis determined how the NFL strategically framed its newly founded social justice initiative. Then, another textual analysis examined how the media framed the Inspire Change initiative and if the NFL’s preferred frames were reflected in the media. The results reveal that while two out of three of the NFL’s frames of Inspire Change were successfully translated by the media, the narratives were not a direct reflection of the NFL’s preferred frames. The results additionally revealed three new frames emerged from the media’s perspective on Inspire Change. Two of these frames conveyed contrasting narratives from the NFL framing of the social justice initiative. In order for consumers to maximally understand the message, goals, and objectives of a CSR initiative, organizations are advised to implement CSR communication tactics. Additionally, to enhance the success of optimal media coverage that reflects the organization’s goals, organizations are advised to not only produce content around them but seek to develop a range of consistent and focused material that hones in on what they want to convey about the CSR initiative.

Download

Share

COinS