La Responsabilidad Social Corporativa en las radio-televisiones públicas de Europa

Abstract

La Responsabilidad Social Corporativa en las radio-televisiones públicas de Europa RESUMEN La Responsabilidad Social Corporativa (RSC) es el compromiso voluntario de conducta responsable y evaluable de una empresa, más allá de lo establecido por las leyes, para satisfacer las expectativas de los grupos de interés con los que interactúa. Este modelo de gestión nació para solucionar los problemas de reputación y credibilidad de las empresas privadas, si bien recientemente fue asumido por organizaciones de titularidad pública con el mismo objetivo. El concepto se extendió con rapidez, pero todavía no existe consenso en los organismos internacionales sobre una normalización de su práctica y reconocimiento, ni normativas estatales que lo regulen. En la Unión Europea, las corporaciones de radiotelevisión pública estatales de Alemania, Irlanda y Reino Unido comunican desde hace al menos dos años sus acciones de RSC, aunque sin seguir normativas estandarizadas internacionales o estatales. Tal tendencia va camino de consolidarse, puesto que otras seis corporaciones radiodifusoras públi-cas han dado los primeros pasos para la implantación de esta filosofía. ABSTRACT Corporate Social Responsibility (CSR) is a voluntary

Debates sobre valores e indicadores del servicio audiovisual público en Europa

“…En este sentido, las tendencias de este sector marcadas por la crisis económica-financiera, así como, por la transformación tecnológica, han derivado en una reestructuración de las radiotelevisiones públicas (Campos, 2013).…”

Processing of political and institutional information in TVE

“…Theoretical approaches carried out so far refer to mass media as a whole, but our research focus on TVE news, and it should be noted that public service media have a specific social responsibility that entails a wide range of obligations, including the task of providing citizens with plural and quality information, representing all sensitivities and keeping respect for diversity and minorities (Manfredi, 2009;Campos-Freire, 2012;Fernández-Lombao & Campos-Freire, 2013). Also, public service media should give priority to useful information, that with immediate and future validity for societies, as it allows them to access resources and have knowledge of facts and opportunities that may affect their well-being.…”

“…Media outlets know the effects and possibilities of information and take steps to find the best way to exploit them, according to their interests, which in many cases are out of line with those that benefit society in a collective manner (Campos-Freire, 2012;Fernández-Lombao & Campos-Freire, 2013). The relevance of information is also understood and appreciated by the political power, hence the need and intention of the parties to influence the selection and approach of the news in order to guide contents in the most favourable way.…”

“…Although persuasion should not be linked to information, we must understand these approaches in the context in which they were formulated, the Second World War, when the news had a very specific purpose: to convince, which is still in force in today's news (Fernández-Baena, 2005). in order to adapt Hovland's theory to present, it is important to differentiate between social responsibility that corresponds to a public television and the actions and purposes of those responsible for the news, who do not always respond to journalistic criteria (Laverón & Goñi, 2009;Fernández-Lombao & Campos-Freire, 2013;Núñez-Ladeveze, Irisarri & Morales, 2015).…”

“…It is a spiral that reveals the price of news' independence and the difficulty of applying journalistic criteria without conditions (Soengas & Rodríguez, 2015). Therefore, when analysing TVE's news, specifically the processing of political and institutional information, we must remember the social responsibility of public service broadcasters (Manfredi, 2009;Fernández-Lombao & Campos-Freire, 2013). …”