Abstract:
This study examined the Corporate Social Responsibility (CSR) practices of Newmont
Ghana Gold Limited unearthing how the company communicated CSR online. The study
particularly, explored the all the online platforms (mainly the corporate website) that
Newmont Ghana Gold Limited communicate CSR on as well as the communication
strategies employed to communicate CSR activities. The design was a case study and it
was underpinned by Carroll’s (1991) Four part theory and Morsing and Schultz’s Three
Communication Strategy. Data was gathered mainly through observations and semi structured interviews. The study analysed contents of CSR information disseminated by
Newmont Ghana Gold Limited and the findings were analysed and put into themes. The
findings revealed that Newmont Ghana Gold Limited communicated CSR on three
platforms namely: website, blog and Twitter. This study provides insights into how
Newmont Gold Ghana Limited use their online platforms to convey CSR issues. The
findings revealed on CSR communication information were: economic, environment,
ethical, philanthropic, social and stakeholder inclined. The study concludes that
Newmont Ghana Gold Limited communicate their CSR mainly through the corporate
website and also on Twitter and a blog site. The study also revealed that the
communication strategies exhibited on the online platforms were interactional and linear.
The study concludes that although CSR is being practised by Newmont Ghana Gold
Limited, communicating these CSR activities were poor. The study recommends that
companies must strengthen their online presence and must also invest more time and
resources in the communication of their CSR.
Description:
A Dissertation in the Department of Communication and Media Studies, Faculty of
Foreign Languages Education and Communication Submitted to the School of Graduate
Studies, University of Education, Winneba, in partial fulfilment
of the requirements for the award of the degree of
Master of Philosophy
(Business Communication)
in the University of Education, Winneba
JULY, 2020