A study explicating theoretical aspects of corporate-community relationships in the context of corporate social investment

Abstract

Poles apart in underlying values, the capitalistic stakeholder theory and the principles of participatory communication for social development are simultaneously present in the communication environment of corporate social investment (CSI). Both these theories have principles such as ethics, fairness, dialogue, a people-orientation and an acceptance of a complex and dynamic reality in their application, but the stakeholder theory and participatory development communication differ greatly in ideological nature, economic principles, target groups and intended direction of action. Explicating the divides and likenesses between the theoretical principles that guide the actions of corporate companies and recipient community organisations respectively allows for certain suggestions to be made about opportunities and challenges within the relationship between the two. In this paper the opportunities implied by the theoretical similarities (integrity, dialogue, consideration and compassion) and the challenges (turbulence, lack of shared meaning and the challenges of the different worlds the parties come from) are critically analysed and suggestions given for using these theoretical insights in applied settings.