The potential for paracrisis in corporate philanthropy and social media

Corporate philanthropy in the U.S. has emerged since the mid-19th century. This essay takes a historical and interpretive perspective on its practice. The author categorizes corporate philanthropy into four ethical models to examine each modelʼs communicative priorities and ethical concerns. These communicative priorities and ethical concerns become more complex as corporate philanthropic entities utilize social media. To this end, the potential for what Coombs and Holladay (2012) called a “paracrisis” emerges. This essay examines the potential for community partners to be affected by a corporationʼs presence on social media (and vice versa) through the interpretive lens of the paracrisis. The paper concludes with recommendations for future research.