Proceedings: Conference on Corporate Communication 2012 Page 1

Women’s Protests in the Revitalization of Corporate Social
Responsibility Strategies by Oil Companies in Nigeria
Abigail Odozi Ogwezzy-Ndisika & Ismail Adegboyega Ibraheem
Department of Mass Communication
University of Lagos, Nigeria
abigaily2k@yahoo.com & drismail.ibrahim@gmail.com
This paper examines the role of women’s protest in the revitalization of corporate social
responsibility (CSR) as a core corporate communications and business survival strategy for
multinational oil companies operating in the Niger-Delta area of Nigeria. This is an empirical
paper utilizing the method of case studies of two oil companies and content analysis of the media
coverage of the protests and the impact the coverage had on the response of the oil companies to
the demands of the protesting women as well as subsequent CSR strategies adopted by the two
companies in their relationship with the community of focus. Key findings from this study
indicate that the oil companies were reported to be receptive to the demands of the protesting
women. Also, findings show that the women’s protest had an impact on Chevron’s corporate
social responsibility activities in the communities as the company changed its community
relations strategy.
Purpose: In this paper, we propose to examine the role of women’s protest in the revitalization of
corporate social responsibility (CSR) as a core corporate communication and business survival
strategy for multinational oil companies operating in the Niger-Delta area of Nigeria.
Approach: This is an empirical paper utilizing the method of case studies of two oil companies
and content analysis of the media coverage of the protests and the impact the coverage have on
the response of the oil companies to the demands of the protesters as well as subsequent CSR
strategies adopted by the two companies in their relationship with the community of focus. The
two companies are Shell Oil Company and Chevron Oil Company.
Findings: Key findings from this study indicate that the oil companies were reported to be
receptive to the demands of the protesting women. Also, findings show that the women’s protest
had an impact on Chevron’s corporate social responsibility activities in the communities as the
company changed its community relations strategy.
Research Implications: The findings from this study help to shed further light on the paradigm
shift in CSR practice from a top down to a bottom up approach in community relations. The study
also highlights the importance of contexts in the application of concepts such as CSR outside the
areas where they originated from and are widely applied.
Practical Applications: This study will be useful for professionals working in the areas of
corporate communications and corporate social responsibility who are interested in how contexts
mediate the effectiveness of corporate communication strategies that have global appeal.
Keywords: Corporate Communications, Corporate Social Responsibility, Community Relations,
Reputation Management
Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012
Page 64