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Silvia García Mirón: La incorporación de estrategias de RSC en las emisoras televisivas
la posible existencia de campañas publicitarias realizadas por la emisora para ser emitidas en el propio
medio televisivo.
Palabras clave
Responsabilidad Social Corporativa, televisión, emisora televisiva, Antena 3, ética empresarial, memorias de
sostenibilidad, campañas de comunicación.
Abstract
Corporate Social Responsibility connects with a business philosophy or some politics of business
decisions which have a great impact not directly financial but in terms of image for an organization. In
order to understand better the CSR use in a particular sphere, we have in the television one for
considering it a mass media which can use several tools at its own reach to keep in its audience
knowledge, its spectators, these “good governance” conducts. Although we will observe the presence
of different actuations related to the CSR in all the television channels our television groups that
operate nowadays in Spain, this paper will pay attention in the particular case of Antena 3. For the
execution of the study about the different CSR initiatives carried out by this channel, we will focus
on the analysis of the corporate web of the channel as well as the different webs or sites of every
CSR actuations, in the case of exist, laying down as general parameters a description, the site
structure, the targeting publics and an account of particular activities. In a complementary way, we
will determine the possible existence of advertising campaigns made by the channel in order to be
broadcasted in the own media.
Key words
Corporate Social Responsibility, television, television channel, Antena 3, business ethics, sustainability inform,
communication campaigns.
Introducción
Las organizaciones empresariales hoy en día no solo deben cumplir con su rol de generadores
de empleo, sino que, como agentes de desarrollo en la comunidad en la que existen, deben
cumplir, asimismo, con una función social y ambiental. Como protagonistas de este nuevo
contexto, las empresas se plantean la aplicación del marketing social a su propia estrategia de
negocio o la inclusión de verdaderas iniciativas con carácter social o ambiental en las que
demuestren su preocupación e implicación con los elementos de su entorno. Es lo que
# A6 ACTAS ICONO 14 - Nº A6 – pp. 635/652 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
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