The Online Communication of Corporate Social Investment: How is the intricate task approached by South African companies?

Dyssell, Emily

The Online Communication of Corporate Social Investment: How is the intricate task approached by South African companies?

Master Thesis

2022

Abstract

Corporate Social Investment in South Africa has come to mean more than abiding by the B-BBEE regulatory requirements. It is a way for companies to showcase that their priorities move beyond profit-making, and stem into community upliftment. While actual contributions to CSI are of the most importance, CSI communication is a field that requires more strategy and focus than it did before. However, with no templates for the best online communication methods available, there is a wide range of types of message content and communication strategies. Utilising a mixed-method analysis, this paper explores the webpage communication of CSI in South Africa by conducting a content analysis of the CSI webpages of highly regarded South African companies, an in-depth semiotic and discourse analysis of two award-wining company webpages (Pick n Pay and Investec), and lastly a practical case study wherein a communications strategy was designed for national company, Ultra Liquors. This dissertation aims to explore the question: How is CSI webpage communication approached by South African companies? The research was approached through three sub questions: What are the common themes, methods of communication, and types of content on the Corporate Social Investment webpages of highly regarded South African companies? How do Pick n Pay and Investec, both award winning companies in the CSI field, successfully communicate their altruistic values through their CSI webpages? Utilising Ultra Liquors as a case study, how does one approach creating a CSI communications strategy, and what are the essential factors that should be considered? While there is significant academic research within the overall field of CSI, research into the communication of it is limited. However, companies and their stakeholders are beginning to pay more attention to it. This research aims to contribute to the limited research available in South Africa regarding CSI communication and highlight the importance of CSI communication and strategy – both practically and within the realm of academic research.