学者欧利文?谢尔顿（Oliver Sheldon）在1924年提出了企业社会责任（Corporate Social Responsibility, CSR）的概念。而此价值观在改革开放后，为了稳定巨变的社会而被引进国内，并受到大力提倡。国务院国资委更在2008年发布《关于中央企业履行社会责任的指导意见》，明确要求央企履行社会责任。而传播在当代无远弗届的影响力，使众人也越来越重视企业社会责任的传播，相关研究也从而兴起。然而，这些研究持续多年虽有成果，但仍有些美中不足之处。不论国内或国外，企业社会责任传播相关研究大多都缺乏理论框架、视角倾向从管理学切入，而有些研究过度简化企业社会责任的问题，仅将其视为一种营销手段。另外，国内不少研究由于缺乏严谨的方法和研究过程，难以称得上是一份完整的研究。由于学科领域发展尚不成熟，在缺乏研究共识之下，相关研究工作零碎而缺乏规范，不仅阻碍研究持续拓展的动力，也限制该价值观推动的可能性。因此，厘清当前研究的优缺点能有助于学科持续的推进。 根据上述所讨论的研究不足，本研究利用内容分析的方式，结合库恩（Thomas S. Kuhn）提出的范式概念，梳理2008年至2019年间国内外企业社会责任下与传播话题相关的研究，通过对理论和方法应用的深入讨论，试图描绘出该领域当前的研究现状，以供后进研究者在从事相关研究时，能对该领域的学科特点有所了解，从而更好的去完善企业社会责任的相关研究工作。 本文的结论部分重回库恩的范式视角，讨论了国内外企业社会责任传播相关研究中的理论和方法应用。根据研究结果，不论国内或国外，企业社会责任的传播研究虽一直在进行，但强度不持续。国内的企业社会责任相关传播研究主要由管理学群掌握话语权，传播理论在其中的应用主要以框架理论和议程设置理论为主，研究方法多数采量化方法。国外的研究亦也带有管理学色彩，但其传播特色也相对突出，传播理论的应用除了框架理论和议程设置理论之外，还出现了对话理论、沟通适应理论或语艺学方面关心对话、沟通的理论应用，方法的应用除了量化研究之外，亦也包含质化研究或多重混合式方法。根据上述，在企业社会责任的研究领域里，传播学仍有很大的发挥空间。
The scholar Oliver Sheldon proposed Corporate Social Responsibility (CSR) in 1924. After the reform and opening-up policy, this value was introduced into China and promoted for stabilizing the dramatic society change. The State-owned Assets Supervision and Administration Commission of the State Council (SASAC) issued the guideline about CSR in 2008, which clearly requires central enterprises to carry out social responsibilities. Today, communication is influential which leads people put more attention to CSR communication, and researchers are interested in this topic. However, although these studies have been conducted for many years, there are still some shortcomings. No matter the studies in Chinese or English, most of the research on CSR communication lacks a theoretical, and the management characteristic is obvious. Some studies simplify the problem of CSR, regarding it as a marketing tool, and many domestic studies lack methods. Due to the immature development of this field, the research work is fragmented, which not only hinders the continuous expansion of research, but also limits the possibility of promoting this value. Therefore, clarifying the advantages and disadvantages of current research can advance this discipline. Based on the research deficiencies discussed above, this study uses content analysis and the paradigm concept proposed by Thomas S. Kuhn to analysis CSR communication studies in Chinese and English from 2008 to 2019. The application of theories and methods are discussed deeply, trying to describe the current research status of the field, so that the late researchers can understand the subject characteristics of the field when engaging in related research. The conclusion part of this article returns to Kuhn's paradigm perspective, and discusses the application of theories and methods in CSR communication studies. According to the research results, regardless of papers in Chinese or English, the research articles of CSR has been ongoing, but the intensity is not sustainable. In Chinese studies, the framework theory and agenda-setting theory is employed with quantitative methods. In addition to the framework theory and agenda setting theory, there have also been theoretical applications in dialogue theory and rhythmic theory which combing with quantitative methods, qualitative and hybrid methods in English studies. According to the above, in the field of CSR research, there is room for improvement in communication fields.
