Corporate Social Responsibility Communication of Thailand Television Entrepreneur

Abstract

This research aimed to study social responsibility communication among Thai television entrepreneurs and the patterns of social responsibility activities among Thai television entrepreneurs. Qualitative research was applied as a tool for data collection-document analysis and in-depth interviews with the executives, practitioners, and scholars. The results revealed that social responsibility communication among Thai television entrepreneurs was compacted with the roles and responsibilities of television toward society. Focuses the internal and external targets groups, objectives and communication tools. Six communication strategies were applied: (1) presentation through dramas and TV programs; (2) presentation in view of entertainment; (3) using internal celebrities for communication; (4) clear and quick communication; (5) congruent insertion for easy understanding, and (6) take severe and continuous actions. Moreover, the results revealed the patterns of social responsibility activities among Thai television entrepreneurs included the following three components: (1) The presentation on social and environmental issues via dramas and TV programs highlighting quality drama and program production and presentation that were useful and entertaining; (2) support for public activities by other partners, which was divided into three approaches: money or material support to other organizations or agencies, support in public relations on social-related activities organized by other authorities, and support for the superstars to participate in the activities to speak out or provide knowledge on any occasion; (3) organization of CSR activities to construct the perception and awareness of social responsibility.