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Climate change framing in the communication of CSR policies: the Secil Group example
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Autores
Orientador(es)
Resumo(s)
Purpose – The cement industry’s environmental implications place climate change at the centre of sector
organisations’ corporate social responsibility (CSR) policies, such as the Secil Group. The organisation’s CSR
policies definition, narrative framing and communication are fundamental, as they can affect its reputation.
This article aims to highlight the climate change framing in the Secil Group sustainability report (SR) narrative.
Design/methodology/approach – The framing theory is applied to analyse the international and sectoral
climate change regulatory measures and the Secil Group SR. Document analysis is used to characterise Secil SR
as a communication tool. Qualitative content analysis is used to highlight how Secil and the international and
sectoral regulatory measures on climate change frame their narrative and compare each other.
Findings – The international and sectoral regulatory measures on climate change and the Secil’s SR broadly
frame climate change, using ethical, efficiency and effectiveness, communication and relations and law and
regulation framings. The Secil’s Group SR also highlights the financial frame, exposing the challenge of
reconciling economic with collective interests. There is room for researchers to explore the concepts of CSR,
sustainability and environment, social and governance (ESG) through the lens of complementarity.
Originality/value – This study shows that the Wehmeier and Raaz (2012) model, created to study
transparency, can be applied to other communication studies. This paper explores a case study and, for this
reason, is not generalisable. Although, the method and theoretical framework can be applied to any
organisation.
Descrição
Palavras-chave
Corporate Social Responsibility; Sustainability; Climate Change; Strategic Communication; Framing.
Contexto Educativo
Citação
Melchiades Soares, A. (2022), "Climate change framing in the communication of CSR policies: the Secil Group example", Journal of Communication Management, Vol. 27 No. 2, pp. 226-240. https://doi.org/10.1108/JCOM-04-2022-0048