FRAMING OF CORPORATE SOCIAL RESPONSIBILITY (CSR) INITIATIVES IN THE DAILY GRAPHIC

ABSTRACT This research was initiated to be an information source for the researcher to appreciate the state of CSR initiatives in Ghana as are portrayed in the Ghanaian newspapers with particular reliance on the Daily Graphic. The objectives of the study included examining the coverage given CSR initiatives and the types of CSR initiatives that are reported on in the Daily Graphic as well as identifying the dominant frames through which the CSR initiatives are narrated. Designed as a qualitative content analysis study, the research used document analysis to answer the research questions. The research found that the Daily Graphic did not give prominence to CSR initiatives in its coverage. Most CSR issues reported in the Daily Graphic centred more on philanthropic, ethical as well as economic initiatives. The research further found that poverty, health and sanitation, education, development, and stakeholders frames were the major frames used by the newspaper to report the CSR initiatives. The findings of this research will help organisations know the kind of CSR initiatives that the Daily Graphic reports on and how this reportage is done so they can make a conceited effort to be more involved in the narrative about their CSR activities.