ABSTRACT
The concept of corporate social responsibility or corporate citizenship has achieved significant victories in the ongoing battle of ideas. The concept is now well established and, as such, requires closer examination. In the United States and Europe, corporate social responsibility emerged as a topic of study in the 1950s and 1960s, as incorporated in the work of authors such as Bowen, Chamberlain and Galbraith, centring on the subject's acceptance or rejection. The ‘media’, in the broadest and least precise sense of the word, is already the subject of analysis by students of the issue. The study analysed 750 stories using the following keywords: corporate balance sheet, corporate citizenship, business citizenship, citizen company, volunteer company, corporate ethics, socially responsible management, Global Compact, Instituto Ethos, social responsibility, socially responsible, sustainability, corporate volunteer. Issues addressed unilaterally, independently from any others, can benefit from having their agendas introduced in the public sphere without significant resistance.
