How do media and advertising professionals influence the formation and development of values in society and among its citizens? To what extent is commercialization eroding the trust and confidence of citizens in media organizations? How important are considerations of social responsibility to media and communications businesses? These are some of the questions that will be addressed in a research project on the future of responsible communication.
One of the major future challenges for the media and communications sector lies in the development of responsible business practices. Experts and companies within this field will need to make sure that the goals of maximizing business profits are consistent and compatible with their social responsibilities.
The research project will aim to unravel the role of the media and communications professionals in the development of social values and in the formation of individual citizens’ values. Furthermore, it
will explore the value notions of experts in the field and the way that these notions are translated into practice.
Responsible business operations
The research project on the future of responsible communications will develop new tools for the analysis of social responsibility in the media and communications sector and for the development of responsible business.
The project will open up new vistas on how questions of responsibility and business ethics can be coupled with profitable business development in creative industries. It is more and more important for business companies to be aware and take account of the social impact of their actions, for example on the environment, culture, human rights and the welfare and well-being of employees and the general public.
In many industries social responsibility and spreading the message of social responsibility has become an indispensable and integral part of a successful business operation. Running a responsible business operation means that the company shows a responsible
How do media and advertising professionals influence the formation and development of values in society and among its citizens? To what extent is commercialization eroding the trust and confidence of citizens in media organizations? How important are considerations of social responsibility to media and communications businesses? These are some of the questions that will be addressed in this research project.
The project started up in August 2006 and will run through to June 2008. It will publish a book (in Finnish), international articles and a final report summarising its main findings and results. The research project is funded by the Helsingin Sanomat Foundation.
Further information:
Nando Malmelin
Project Director
Tel. +358 9 6818 5848
nando.malmelin@tse.fi
> Finland Futures Research Centre