Corporate social responsibility and presentation of corporate social responsibility projects in the media

Cilj istraživanja bio je utvrditi koliko hrvatski portali izvještavaju o društveno odgovornom poslovanju (DOP) u određenom vremenskom razdoblju i koje su organizacije koje se spominju u člancima. Metoda koja se koristila za obradu članaka bila je analiza sadržaja. Izabranom metodom analizirano je 133 članaka preuzetih s pet najčitanijih hrvatskih portala. Članci su obrađeni uz pomoć matrice koja osigurava objektivnost rezultata. Utvrđeno je da je DOP kao tema slabo zastupljena na portalima. Iz rezultata može se zaključiti da su se organizacije najviše bavile donacijama, a najmanje ljudskim resursima i održivim razvojem. Utvrđeno je da većina članaka ima sliku, ali ne i videozapise. Članci su većinski neutralnog tona, a negativnih članaka nema. Tvrtke koje se najčešće pojavljuju su Cemex, Industrija nafte, Hrvatska elektroprivreda, Privredna banka Zagreb i Zagrebačka banka. Smatra se da će se u budućnosti kompanije više baviti DOP-om te da će mediji više izvještavati o takvim temama.The title of this thesis is: Corporate social responsibility and presentation of corporate social responsibility projects in the media. The aim of this research was to determine how many Croatian news websites report on corporate social responsibility (CSR) over a given period of time and which organisations are mentioned in the articles. The method used to process was a content analysis. The selected method analyzed 133 articles found on the five most popular Croatian news websites. The articles are processed with the help of a matrix that ensures the objectivity of the results. It was found that CSR as a topic is poorly represented on websites. From the result it can be concluded that organizations are mostly donating money and the least amount of articles are about human resources and sustainable development. It was found that most articles have an image next to the text but not video. Articles are mostly written in neutral context. There are no negative ones. Companies mentioned most mentioned are Cemex, Industrija nafte, Hrvatska elektroprivreda, Privredna banka Zagreb and Zagrebačka banka. It is believed that the company will be more concerned with CSR in the future and that the media will report more about such topics