Abstract
The rise of Internet-mediated communication poses possibilities and challenges for organisation studies, also in the area of corporate social responsibility (CSR) and business and society interactions. Although social media are attracting more and more attention in this domain, websites also remain an important channel for CSR debate. In this paper, we present an explorative study of activist groups’ online presence via their websites and propose a combination of methods to study both the structural positioning of websites (hyperlink network analysis) and the meanings in these websites (semantic co-word maps). We focus on the websites of SOMO, the Centre for Research on Multinational Corporations, and of one of its campaigns, makeITfair, concerned with labour conditions in the IT industry worldwide. This allows us to show how this combination of methods can further our understanding of the way activist networks’ online presence can provide insights into the tactics these networks apply to achieve institutional change on CSR issues. Meanwhile, we identify some notable differences between styles and word use in the two organisations’ websites. We conclude with a set of suggestions for future research.
Similar content being viewed by others
Notes
The semantic maps tools are available at http://www.leydesdorff.net.
Abbreviations
- CSR:
-
Corporate social responsibility
- ECCJ:
-
European Coalition for Corporate Justice
- NGO:
-
Non-governmental organisation
- SMO:
-
Social movement organisation
References
Ackland, R. (2009). Social network services as data sources and platforms for e-researching social networks. Social Science Computer Review, 27(4), 481–492.
Ackland, R., & O’Neil, M. (2011). Online collective identity: The case of environmental movement. Social Networks, 31, 177–190.
Barberá-Tomas, D., Jiménez-Sáez, F., & Castelló-Molina, I. (2011). Mapping the importance of the real world: The validity of connectivity analysis of patent citations networks. Research Policy, 40(3), 473–486.
Bruns, A. (2007). Methodologies for mapping the political blogosphere: An exploration using the IssueCrawler research tool. First Monday, 12(5). http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/1834/1718. Accessed 29 Apr 2008.
Byrd, S. (2012). Hi fans! Tell us your story! Incorporating a stewardship-based social media strategy to maintain brand reputation during a crisis. Corporate Communications: An International Journal, 17(3), 241–254.
Capriotti, P. (2011). Communicating corporate social responsibility through the Internet and social media. In Ø. Ihlen, J. L. Bartlett, & S. May (Eds.), The handbook of communication and corporate social responsibility (pp. 358–378). Oxford: Wiley.
Capriotti, P., & Moreno, A. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 33(1), 84–91.
Caren, N., & Gaby, S. (2011). Occupy online: Facebook and the spread of Occupy Wall Street, Social Science Research Network Paper. Retrieved from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1943168.
Castelló, I., & Lozano, J. M. (2011). Searching for new forms of legitimacy through corporate responsibility rhetoric. Journal of Business Ethics, 100(1), 11–29.
Castells, M. (2012). Networks of outrage and hope. Social movements in the Internet age. Cambridge, UK: Polity.
Coombs, W. T., & Holladay, J. S. (2012). The paracrisis: The challenges created by publicly managing crisis prevention. Public Relations Review, 38(3), 408–415.
Cormode, G., & Krishnamurthy, B. (2008). Key differences between Web 1.0 and Web 2.0. First Monday, 13(6), 2 June 2008.
de Bakker, F. G. A. (2012). Exploring networks of activism on corporate social responsibility: Suggestions for a research agenda. Creativity & Innovation Management, 21(2), 212–223.
De Maeyer, J. (2013). Towards a hyperlinked society: A critical review of link studies. New Media & Society, 15(5), 737–751.
Dekay, S. H. (2012). How large companies react to negative Facebook comments. Corporate Communications: An International Journal, 17(3), 289–299.
den Hond, F., & de Bakker, F. G. A. (2007). Ideologically motivated activism. How activist groups influence corporate social change. Academy of Management Review, 32(3), 901–924.
Diani, M. (2004). Networks and participation. In D. A. Snow, S. A. Soule, & H. Kriesi (Eds.), Blackwell companion to social movements (pp. 339–359). Oxford: Blackwell.
Earl, J. (2013). Spreading the word or shaping the conversation: “Prosumption” in protest websites. In P. G. Coy (Ed.), Research in social movements, conflicts and change (pp. 3–38). Bingham: Emerald.
Earl, J., Kimport, K., Preito, G., Rush, C., & Reynoso, K. (2010). Changing the world one webpage at a time: Conceptualizing and explaining Internet activism. Mobilization, 15(4), 425–446.
Egghe, L., & Leydesdorff, L. (2009). The relation between Pearson’s correlation coefficient r and Salton’s cosine measure. Journal of the American Society for Information Science and Technology, 60(5), 1027–1036.
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58.
Esrock, S., & Leichty, G. (2000). Organization of corporate web pages: Publics and functions. Public Relations Review, 26(3), 327–344.
Fieseler, C., Fleck, M., & Meckel, M. (2010). Corporate social responsibility in the blogosphere. Journal of Business Ethics, 91, 599–614.
Garrett, R. K. (2006). Protest in an information society: A literature review on social movements and new ICTs. Information, Communication & Society, 9(2), 202–224.
Gurak, L. J., & Logie, J. (2003). Internet protests: From text to Web. In M. McCaughey & M. D. Ayers (Eds.), Cyberactivism: Online activism in theory and practice (pp. 25–47). New York: Routledge.
Hara, N. (2008). Internet use for political mobilization: Voices of the participants. First Monday, 13(7), 7 July 2008.
Hellsten, I., Dawson, J., & Leydesdorff, L. (2010). Implicit media frames: Automated analysis of public debate on artificial sweeteners. Public Understanding of Science, 19(5), 590–608.
Hsu, C.-I., & Park, H. W. (2011). Sociology of hyperlink networks of Web 1.0, Web 2.0, and Twitter: A case study of South Korea. Social Science Computer Review, 29(3), 354–368.
Karpf, D. (2012). Social science research methods in Internet time. Information, Communication and Society, 15(5), 639–661.
Kim, J. H. (2012). A hyperlink and semantic network analysis of the Triple Helix (University–Government–Industry): The interorganizational communication structure of nanotechnology. Journal of Computer-Mediated Communication, 17, 152–170.
Kim, J. H., Barnett, G. A., & Park, H. W. (2010). A hyperlink and issue network analysis of the United States Senate: A rediscovery of the web as a relational and topical medium. Journal of the American Society for Information Science and Technology, 61(8), 1598–1611.
Lee, S., Kim, J. H., & Rosen, D. (2009). A semantic network and categorical content analysis of Internet and online media research. The Open Communication Journal, 3, 15–28.
Leydesdorff, L. (1989). Words and co-words as indicators of intellectual organization. Research Policy, 18(4), 209–223.
Leydesdorff, L., & Hellsten, I. (2005). Metaphors and diaphors in science communication. Science Communication, 27(1), 64–99.
Leydesdorff, L., & Hellsten, I. (2006). Measuring the meaning of words in contexts: An automated analysis of controversies about ‘Monarch butterflies’, ‘Frankenfoods’, and ‘stem cells’. Scientometrics, 67(2), 231–258.
Lounsbury, M., Ventresca, M., & Hirsch, P. M. (2003). Social movements, field frames and industry emergence: A cultural–political perspective on US recycling. Socio-Economic Review, 1(1), 71–104.
Lucio-Arias, D., & Leydesdorff, L. (2009). The dynamics of exchanges and references among scientific texts, and the autopoiesis of discursive knowledge. Journal of Informetrics, 3(3), 261–271.
Lusher, D. & Ackland, R. (2011). A relational hyperlink analysis of an online social movement. Journal of Social Structure, 12(5). Retrieved March 16, 2013, from http://www.cmu.edu/joss/content/articles/volume12/Lusher/.
Marres, N. (2012). The redistribution of methods: On intervention in digital social research, broadly conceived. Sociological Review, 60(S1), 139–165.
McWilliams, A., & Siegel, D. S. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117–127.
Meikle, G. (2010). Interactivity: Mapping online activism. In J. Hunsinger, L. Klastrup, & M. Allen (Eds.), International handbook of internet research (pp. 363–377). Dordrecht: Springer.
Nehrlich, B., & Koteyko, N. (2009). Carbon reduction activism in the UK: Lexical creativity and lexical framing in the context of climate change. Environmental Communication, 3(2), 206–223.
Park, H. W. (2003). Hyperlink network analysis: A new method for the study of social structure on the web. Connections, 25(1), 49–61.
Pilny, A., & Shumate, M. (2012). Hyperlinks as extensions of offline instrumental collective action. Information, Communication & Society, 15(2), 260–286.
Ploeger, T., Armenta, B., Aroyo, L., de Bakker, F., & Hellsten, I. (2012). Making sense of the Arab revolution and occupy: Visual analytics to understand events. CEUR Workshop Proceedings, 902, 61–70.
Reber, B. H., & Kim, J. K. (2006). How activist groups use websites in media relations: Evaluating online press rooms. Journal of Public Relations Research, 18(4), 313–333.
Rogers, R. (2010). Mapping public web space with the IssueCrawler. In C. Brossard & B. Reber (Eds.), Digital cognitive technologies: Epistemology and knowledge society (pp. 115–126). London: Wiley.
Rogers, R., & Marres, N. (2000). Landscaping climate change: A mapping technique for understanding science and technology debates on the World Wide Web. Public Understanding of Science, 9, 141–163.
Saunders, C. (2007). Using social network analysis to explore social movements: A relational approach. Social Movement Studies, 6(3), 227–243.
Scherer, A. G., & Palazzo, G. (2011). The new political role of business in a globalized world: A review of a new perspective on CSR and its implications for the firm, governance, and democracy. Journal of Management Studies, 48(4), 899–931.
Schultz, F., & Wehmeier, S. (2010). Online relations. In W. Schweiger & K. Beck (Eds.), Handbuch Online-Kommunikation (pp. 409–433). Wiesbaden: VS Verlag.
Schultz, F., Castelló, I., & Morsing, M. (2013). The construction of corporate social responsibility in network societies: A communication view. Journal of Business Ethics, 115(4), 681–692.
Schussman, A., & Earl, J. (2004). From barricades to firewalls? Strategic voting and social movement leadership in the Internet Age. Sociological Inquiry, 74(4), 439–463.
Segerberg, A., & Bennett, W. L. (2011). Social media and the organization of collective action: Using Twitter to explore the ecologies of two climate change protests. The Communication Review, 14, 197–215.
Seo, H., Kim, J. Y., & Yang, S.-U. (2009). Global activism and new media: A study of transnational NGOs’ online public relations. Public Relations Review, 35(2), 123–126.
Shumate, M., & Dewitt, L. (2008). The North/South divide in NGO hyperlink networks. Journal of Computer-Mediated Communication, 13, 405–1248.
Shumate, M., & Lipp, J. (2008). Connective collective action online: An examination of the hyperlink network structure of an NGO issue. Journal of Computer-Mediated Communication, 14(1), 178–201.
Snow, D. A. (2004). Framing processes, ideology, and discursive fields. In D. A. Snow, S. A. Soule, & H. Kriesi (Eds.), Blackwell companion to social movements (pp. 380–412). Oxford: Blackwell.
Spar, D. L., & La Mure, L. T. (2003). The power of activism: Assessing the impact of NGOs on global business. California Management Review, 45(3), 78–101.
Stein, L. (2009). Social movement web use in theory and practice: A content analysis of US movement websites. New Media & Society, 11(5), 749–771.
Sullivan, J. (1999). What are the functions of corporate home pages? Journal of World Business, 34(2), 193–210.
Thelwall, M. (2004). Link analysis: An information science approach. San Diego: Academic Press.
Thelwall, M. (2006). Interpreting social science link analysis research: A theoretical framework. Journal of the American Society for Information Science and Technology, 57(1), 60–158.
Thornton, P. H., Ocasio, W., & Lounsbury, M. (2012). The institutional logics perspective: A new approach to culture, structure and process. Oxford: Oxford University Press.
van Huijstee, M., & Glasbergen, P. (2010). NGOs moving business: An analysis of contrasting strategies. Business & Society, 49(4), 591–619.
Van Laer, J., & Van Aelst, P. (2010). Internet and social movement action repertoires. Opportunities and limitations. Information, Communication & Society, 13(8), 1146–1171.
Yaziji, M., & Doh, J. (2009). NGOs and corporations: Conflict and cooperation. Cambridge: Cambridge University Press.
Zhou, Y., & Moy, P. (2007). Parsing framing processes: The interplay between online public opinion and media coverage. Journal of Communication, 57(1), 79–98.
Acknowledgments
An earlier version of this paper was presented at the Social Media for Social Purposes Conference, Copenhagen, Denmark in 2011. Thanks to participants in this event for valuable feedback and to the reviewers and special issue editors for their guidance. Thanks also to Lora Aroyo, Thomas Ploeger, Bibiana Armenta, Maxine Kruijt and Chun Fei Lung for useful discussions on mapping online activism.
Author information
Authors and Affiliations
Corresponding authors
Rights and permissions
About this article
Cite this article
de Bakker, F.G.A., Hellsten, I. Capturing Online Presence: Hyperlinks and Semantic Networks in Activist Group Websites on Corporate Social Responsibility. J Bus Ethics 118, 807–823 (2013). https://doi.org/10.1007/s10551-013-1962-1
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10551-013-1962-1