Folk Theories of Corporate Social Responsibility & Philathropy
A Graduate Dissertation
This research project explores public perceptions of corporate social responsibility and philanthropy in the digital age. Completed as an Independent Student Portfolio (ISP) for my master's degree at the University of Glasgow, this website presents findings on folk theories of CSR/P, the academic research process, visual focus groups as a creative method, and personal reflections on the project.
The Question
How does the public perceive corporations' social responsibilities and philanthropic activities in the Digital Society?
Gathering Insights
Conducted workshops where participants created individual drawings and engaged in group discussions. Examined where participants' folk theories originated—from personal experiences and CSR/P campaigns—using tools like word cloud analysis
The Method
Used visual focus groups as a creative research method to explore participant folk theories of CSR/P
What I Learned
Participants consistently viewed corporate social responsibility initiatives as brand-building strategies rather than genuine efforts to benefit society, and they felt they had minimal power to influence these activities beyond choosing not to purchase products. While they clearly recognized how digital technologies shape their perceptions and consumer behaviors, they expressed deep skepticism about corporations' motivations and called for stronger government regulation to ensure accountability. Their folk theories revealed that trust in corporate philanthropy is shaped more by preconceived beliefs than by actual corporate actions, highlighting a significant gap between how companies present their social initiatives and how the public perceives them.
