楊意菁

Yie-Jing Yang

公民社會、企業公民、企業社會責任、媒體報導

corporate citizenship, civil society, corporate social responsibility, media coverage

本研究以公民社會概念為基礎的企業公民意涵，說明媒體報導企業公民新聞所呈現的內涵與意義，並藉此了解媒體報導企業公民新聞與公民社會之間的可能關連。本研究採用內容分析方法，分析1996 年以及2006 年台灣兩家報紙──聯合報以及工商時報，總樣本數為610 則。研究結果顯示報紙媒體越來越重視企業公民的新聞報導，但多數新聞仍主要出現在財經新聞版面，且較少採用「企業公民」一詞。以三大議題層面結果分析，「擴展與社會參與層面」之議題受到媒體較多的報導，「經濟層面」次之，「法律道德層面」最少。而個別企業公民議題方面，早期（1996 年）以「經濟層面」的「生產良好產品」為最多，近期（2006年）則是「社會參與」層面的「慈善贊助」議題為最多。另外，大型企業較關注「藝文教育」與「環保」等社會參與議題，中小型企業則偏重於自利之「生產良好產品」等經濟層面議題。至於消息來源方面，相關新聞仍以企業人士為主，其他消息來源相對較少。而新聞議題所呈的受益對象，從早期關注於企業本身及員工、投資人與消費者的面向，到近期已轉移到非消費之個人、社會以及公益團體。

This study examined the meaning of corporate citizenship (CC) and its relationship with media coverage. The study focused on the perspective of CC by civil society. The research methodology used in was content analysis. The researchers selected articles from two major Taiwanese newspapers from two different years 1996 and 2006. The total number of samples was 610. The results showed that newspapers began to place greater emphasis on corporate citizenship concerning civil issues. The newspaper articles infrequently used the term “corporate citizenship” Most subjects of the news stories concerned issues of social involvement and economics. Few news articles focused on issues of ethics and law. Most of the news articles in 1996 dealt with issues of producing good products. The issue of corporate responsibility to the support of charities moved to the number one news subject in 2006.Press coverage of large corporations focused on issues of social involvement. Corporate CEOs and corporate employees were the major news sources for CC.