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.
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 in partial fulfillment
of the requirements for award of the degree of
Master of Philosophy in
(Communication and Media Studies, Business Communication)
in the University of Education, Winneba
SEPTEMBER, 2019