Understanding Polarized Reactions to Sport CSR and Sustainability Communication on Social Media Through Dialogic Openness

IF 1.9 4区管理学 Q2 COMMUNICATION

Management Communication Quarterly Pub Date : 2024-07-20 DOI:10.1177/08933189241264540

Virginia S. Harrison, William Seaton, Carla White

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引用次数: 0

Abstract

Dialogic openness suggests that organizations should employ an agonistic approach to conversation, discussion, and listening when communicating with activist groups. This study applies this theoretical premise to corporate social responsibility communication in motorsport, specifically Formula 1, which has been increasingly communicating about sustainable initiatives on social media. Through quantitative content analysis, we analyzed 820 responses to 10 CSR-related tweets during the 2021 season. We found that reactions to the messages were mostly critical, from both the left and right political perspectives. More liberal viewpoints indicated that Formula 1 should do more to address sustainability, while more conservative viewpoints complained that Formula 1 should “stick to sports” and stop engaging in social issues. Both sides showed high levels of skepticism for the intentions behind the messages. Based on our findings, we suggest that sport organizations should use principles of dialogic openness foster deliberative communication around sustainability in sport.

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通过对话式开放理解社交媒体上对体育企业社会责任和可持续发展传播的两极化反应

对话开放性认为，企业在与激进团体沟通时，应采用一种激动式的对话、讨论和倾听方式。本研究将这一理论前提应用于赛车运动中的企业社会责任沟通，特别是一级方程式赛车，因为一级方程式赛车在社交媒体上越来越多地传播有关可持续发展的倡议。通过定量内容分析，我们分析了 2021 赛季期间 10 条企业社会责任相关推文的 820 条回复。我们发现，无论从左翼还是右翼的政治角度来看，对这些信息的反应大多是批评性的。比较自由的观点认为一级方程式赛车应该在解决可持续发展问题上做得更多，而比较保守的观点则抱怨一级方程式赛车应该 "坚持体育"，停止参与社会问题。双方都对这些信息背后的意图表示高度怀疑。根据我们的研究结果，我们建议体育组织应利用对话开放性原则，围绕体育运动的可持续发展促进协商沟通。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Management Communication Quarterly Multiple-

CiteScore

4.30

自引率

16.00%

发文量

期刊介绍： Management Communication Quarterly presents conceptually rigorous, empirically-driven, and practice-relevant research from across the organizational and management communication fields and has strong appeal across all disciplines concerned with organizational studies and the management sciences. Authors are encouraged to submit original theoretical and empirical manuscripts from a wide variety of methodological perspectives covering such areas as management, communication, organizational studies, organizational behavior and HRM, organizational theory and strategy, critical management studies, leadership, information systems, knowledge and innovation, globalization and international management, corporate communication, and cultural and intercultural studies.