Latest trends and initiatives in corporate social responsibilitya communicational analysis of successful cases of arts and culture in Spain

  1. José-María Herranz-de-la-Casa 1
  2. Juan-Luis Manfredi-Sánchez 1
  3. Francisco Cabezuelo-Lorenzo 2
  1. 1 Universidad de Castilla-La Mancha
    info

    Universidad de Castilla-La Mancha

    Ciudad Real, España

    ROR https://ror.org/05r78ng12

  2. 2 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revue:
Catalan journal of communication & cultural studies

ISSN: 1757-1898

Année de publication: 2015

Titre de la publication: Public Relations: Communication, engagement and dialogue

Volumen: 7

Número: 2

Pages: 217-229

Type: Article

DOI: 10.1386/CJCS.7.2.217_1 DIALNET GOOGLE SCHOLAR

D'autres publications dans: Catalan journal of communication & cultural studies

Objectifs de Développement Durable

Résumé

This article explores the relevance of cultural and art promotion in corporate communication strategies for contemporary management models. In Spain, where the funding for culture is declining due to the crisis and decrease in funds from the government – one of the most important supporting cultural agents – some corporations are developing new initiatives to support culture and arts. Nowadays, the field of corporate social responsibility has an increasing relevance for company reputation. This article shows how companies leverage arts and culture to increase their reputation and credibility with stakeholders. It proves that organizations cannot focus just on economic earnings while ignoring social responsibility. Arts and culture can be a strong pillar supporting company goals on social and public responsibility.

Références bibliographiques

  • Aguirre, D. (2004), ‘Multicultural corporations and the realizations of econo- mic, social and cultural rights’, California Western International Law Journal, 35: 1, pp. 53–82.
  • Argenti, P. A. (2009), Corporate Communication, Boston: McGraw-Hill.
  • Azzarita, V., De Bartolo, P., Monti, S. and Trimarchi, M. (2010), Cultural Social Responsibility. La nascita dell’impresa cognitiva, Milano: Franco Angeli.
  • Bodo, C. (ed.) (1994), Rapporto sull’economia della cultura in Italia 1980–1990, Roma: Associazione per l’Economia della Cultura-Presidenza del Consiglio dei Ministri.
  • Boje, D. M. (ed.) (2011), Storytelling and the Future of Organizations: An Antenarrative Handbook, London: Routledge.
  • Bondardo (ed.) (2000), Porta lontano investire in cultura. L’opinione degli italiani sul rapporto impresa-cultura, Milano: Il Sole24Ore.
  • Bondardo (2007), Impresa e cultura in Italia. Itinerari alla scoperta dei protagonista dell’investimento in cultura, Milano: Touring.
  • Brunninge, O., Kjellander, B. and Helin, J. (2009), ‘Corporate museums, memoralization and organizational memory’, 5th International Critical Management Studies, University of Warwick, 13–15 July.
  • Capriotti, P. (2007),‘El Patrocinio como Expresión de la Responsabilidad Social Corporativa de una Organización’, Razón y Palabra, 56, online http:// www.razonypalabra.org.mx/anteriores/n56/pcapriotti.html. Accessed 15 October 2015.
  • Castillo-Esparcia, A., García, D. and Smolak, E. (2013), ‘Movimientos sociales y estrategias de comunicación. El caso del 15M y de Occupy Wall Street’, Estudios sobre el mensaje periodístico, 19: 1, pp. 71–89.
  • Ceren,Y. (2009),‘Corporate social responsibility in culture and art’, Management of Environmental Quality: An International Journal, 20: 3, pp. 311–20.
  • Coleman, L. V. (1943), Company Museums, Washington: The American Association of Museums.
  • Committee on Culture of the World Association of United Cities and Local Governments (2015), ‘Culture Agenda 21’, http://www.agenda21culture. net/. Accessed 15 October 2015,
  • Cornelissen, J. (2011), Corporate Communication: Theory and Practice, London: Sage 2004.
  • Danilov, V. J. (1992), Corporate Museums: Galleries and Visitors Centers: A Directory, Westport: Greenwood.
  • Observatory of Diversity and Cultural Rights (2007), ‘Fribourg Declaration on Cultural Rights’, http://www.culturalrights.net/en/documentos. php?c=14&p=161. Accessed 15 October 2015.
  • Goodman, M. B. and Hirsch, P. B. (2010), Corporate Communication: Strategic Adaptation for Global Practice, New York: Peter Lang.
  • Herranz, J. M. (2010), ‘La comunicación de la responsabilidad social: una forma de participación ciudadana’, Revista Sociedad y Utopía, 35: 1, pp. 201–18.
  • Herranz, J. and Martino,V. (2014),‘Arts and strategic communication in Spanish and Italian corporations: From sponsorship to cultural responsibility’, 8th World Public Relations Forum, Madrid, Spain, 21–23 September.
  • Martino, V. (2010), La comunicazione culturale d’impresa. Strategie, strumenti, esperienze, Milano: Guerini.
  • Martino, V. (2013), Dalle storie alla storia d’impresa. Memoria, comunicazione, heritage, Acireale-Roma: Bonanno.
  • Martino, V. and Lovari, A. (2014), ‘Enel’s 50 years of energy, millions of moments’, in J. Vanslyke, J. Valin and J. Paluszek (eds), Public Relations Case Studies from around the World, New York: Peter Lang.
  • Muñoz, A. (2011), ‘La responsabilidad social corporativa en el marco de la Agenda 21 de la Cultura’, Revista de la RSC de la Empresa, 9: 1, pp. 293–324.
  • Nissley, N. and Casey, A. (2002), ‘Viewing corporate museums through the paradigmatic lens of organizational memory: The politics of the exhibi- tion’, British Journal of Management, 13: 1, pp. 35–45.
  • Nolan, J. and Taylor, L. (2009), ‘Corporate responsibility for economic, social and cultural rights: Rights in search of a remedy?’, Journal of Business Ethics, 87: 2, pp. 433–51.
  • Porter, M. E. and Kramer, M. R. (2011),‘Create shared value’, Harvard Business Review, 89:1, January. pp. 31–49.
  • Sacco, P. L. (ed.) (2006), Il fundraising per la cultura, Roma: Meltemi.
  • Schiuma, G. (2011), The Value of Arts for Business, Cambridge, UK: Cambridge University Press.
  • Szybowick, A. and Magistrali, S. (1990), Esponsorización y mecenazgo, Barcelona: Gestion 2000.
  • Viñarás, M., Herranz, J. M. and Cabezuelo, F. (2013), ‘La gestión cultural y del ocio como estrategia de relación con los públicos’, Revista Internacional de Relaciones Públicas, III: 6, pp. 177–96.
  • Wessler, N. F., Haynes, N., Manfredi, J. L. and Kobzova, J. (2013), ‘Has the economic crisis had an impact on free expression?’, Index of Censorship, 42: 1, pp. 30–32.
  • Zerfass, A., Tench, R., Vercic, D., Verhoeven, P. and Moreno, A. (2014), European Communication Monitor 2014: Excellence in Strategic Communication, Brussels: Helios Media.
  • Herranz-de-la-Casa, J.-M., Manfredi-Sánchez, J.-L. and Cabezuelo-Lorenzo, F. (2015), ‘Latest trends and initiatives in corporate social responsibility: A communicational analysis of successful cases of arts and culture in Spain’, Catalan Journal of Communication & Cultural Studies, 7: 2, pp. 217–229, doi: 10.1386/cjcs.7.2.217_1
La source de données: Dialnet