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Sensemaking as a Change Agent Toward CSR Strategy in the Media

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Abstract

Corporate social responsibility (CSR) strategy in the media has been researched for almost three decades. Many studies and publications look at inventories of CSR strategies, motivations, or detailed measures of such endeavors. This conceptual chapter asks how change toward CSR strategy can effectively take place in organizations and why sensemaking processes play a crucial role in it. In this perspective CSR strategy is conceptualized as an ongoing process of sensemaking, affecting all stakeholders. These processes can be analyzed best through action research.

Keywords

  • Corporate social responsibility
  • Organizational change
  • Sensemaking
  • Strategy
  • Process organization studies

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Fig. 16.1
Fig. 16.2
Fig. 16.3

Notes

  1. 1.

    This duality has been enlarged by a corporate communicative responsibility (a third dimension), introduced by Weder and Karmasin (2011).

  2. 2.

    The same is true for “strategizing” (e.g., Johnson et al., 2007) of a tailored CSR engagement of media organizations.

  3. 3.

    Such endeavors are characterized by “[a] double irony […]: that a processual world should be studied only through processual methods, since those methods are filtered through static representations of the process” (Van de Ven & Poole, 2005, p. 25).

  4. 4.

    This differentiation derives from an empirical study by Orlikowski and Hofmann of the implementation of new technology in an organization (1997).

  5. 5.

    Sensemaking is characterized by seven characteristics: It is (1.) closely related to the identity construction of the actors involved; (2.) it is a retrospective process, sense follows action; (3.) it is connected to the mutual influence between the environment and the actors; (4.) it is a social, more individual, and collective process; (5.) it is an ongoing process; (6.) it is based on information that serves as a reference frame; and (7.) it is not guided by accuracy, but by plausibility (Karl E. Weick, 1995).

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Trommershausen, A. (2022). Sensemaking as a Change Agent Toward CSR Strategy in the Media. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_16

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