Purpose This study seeks to address how multinational companies in the United States foster and navigate corporate social responsibility (CSR) communication in the age of polarization. By integrating the frameworks of institutional theory and stakeholder theory, the study explores how US companies articulate their underlying CSR values to financial stakeholders in the landscape of sociopolitical polarization, where the ideal form of dialogic communication may no longer hold efficacy in upholding democratic processes. Design/methodology/approach The study conducts an open-ended thematic analysis of the most recent annual reports of the top 50 Fortune 500 companies. It identifies the frames with which companies integrate their underlying values for CSR – specifically the environmental responsibilities and diversity, equity and inclusion initiatives – in their articulations of business operations. Findings The findings reveal that the company articulations are characterized by a mixture of paradoxical tensions among frames that embody both active involvement (proactive/prominent) and avoidance (reserved/abstract) regarding relevant initiatives. These occur at the macro-level (beyond company) and micro-level (within company) in terms of the scope of stakeholder reach. A qualitative analysis of each frame suggests that company narratives and their CSR values may be vulnerable to the polarization of financial stakeholders and the influence of governmental institutions. Originality/value The study moves beyond the convergent dynamics of CSR communication highlighted in the frameworks of institutional and stakeholder theories to reveal growing divergences, dialectical tensions and dissensus-oriented communication in contemporary polarized CSR narratives. Moreover, message framing is found to be a significant strategic means by which companies embrace contentious discourses in a polarized climate. Theoretical and practical implications are discussed for future studies and management practices.
Yoori Yang (Wed,) studied this question.