CSR Online and in Real Terms: A Critical Analysis of Controversial Sectors in Hungary

Online CSR communication of top Hungarian companies has been analysed, aiming at the exploration of the internal and external consistency of corporate communication practices.

Critical discourse analysis was implemented in the research of selected corporate web pages and social media presence of the companies in the sample. Then a comparison of online disclosure and the unethical/illegal activities of selected industries – telecommunication, construction and retail – was made.

No positive correlation between the culpability and the intensity of online CSR communication was detected. Therefore, it is not confirmed that disclosure of socially responsible activities and principles on the web is a mere corporate lip service. However, in certain highly controversial industries companies intensively communicate about their CSR actions on the one hand, and commit different forms of misconduct on the other.

Our methodology certainly has limitations since we registered only a few forms of unethical behaviour. Additionally, our focus was on large Hungarian companies, therefore the opportunity for generalization is limited.

Our findings show remarkable dissonances in CSR communication and point to a rhetoric-reality gap that needs more attention from practitioners as well.

Applications of critical discourse analysis of online CSR communication is relatively rare, only few studies have been conducted so far to explore potential dissonances and contradictions within online communication and between communication and real activities.