| Summary: | In recent years there has been a rise in interest and awareness about the concepts,
application and relevance of corporate social responsibility (CSR) in the local and
global business community. A series of corporate scandals, growing numbers of
formal and informal protocols about corporate behaviour, as well as high-profile
public debates on social issues, such as global warming and world poverty, have led
to increased pressure for companies to act in a socially responsible way.
Corporate social responsibility (CSR) is a responsibility attached to each corporation,
which emerges from recognition that corporations have a close relationship with its
public, community and the environment. The emergence and development of
concepts of social responsibility are based on the realization that any activity
undertaken by business corporations may likely bring more logical social
consequences for the community, thus corporations need to demonstrate respect
towards society�s interests. Globally, the concept of CSR represents a part of business
ethics that every corporation throughout the world is expected to demonstrate. CSR
has emerged as a significant theme in the global business community, gradually
becoming a mainstream worldwide activity in various industries.
Media industries are no exception to this trend, although media companies are often
seen as trailing behind other industries in CSR engagement and performance. Given
the social importance of media organizations the development of CSR in this industry
is a particularly intriguing case study. However, there has been very limited research
on CSR in the media sector. Most research about media responsibility devotes its
discussion to media accountability and or is related to their function as media. The
study of the media industry�s CSR activities, including their social responsibility
towards employees, community, and environment has been very limited. In order to
close this gap this thesis is carried out to examine CSR perceptions and practices
among Indonesian media companies while assessing CSR activities in the national
television sector with a case study of PT.TelevisiTransformasi Indonesia or Trans
TV.
The data for this thesis were collected from literature, company�s archives,
observation as well as interviews with various sources. The methodology used was
descriptive qualitative. This thesis aims to provide an overview of Indonesian media
CSR praxis, including Trans TV�s CSR program, the basic idea of CSR
implementation at Trans TV, the stages of CSR implementation at Trans TV, the
units that play a role in Trans TV�s CSR programs, drivers and barriers of CSR at
Trans TV, as well as the best and worst practices of CSR at Trans TV, then ultimately
providesrecommendations for the improvement of Trans TV�s CSR programs.
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