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Communicating Csr: a Longitudinal Examination of the Petroleum COMMUNICATING CSR: A LONGITUDINAL EXAMINATION OF THE PETROLEUM INDUSTRY’S SOCIAL ISSUE ADOPTION A Dissertation Submitted to the Graduate Faculty of the North Dakota State University of Agriculture and Applied Science By Katherine Lynn Tulibaski In Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY Major Department: Communication May 2015 Fargo, North Dakota North Dakota State University Graduate School Title Communicating CSR: A Longitudinal Examination of the Petroleum Industry’s Social Issue Adoption By Katherine Lynn Tulibaski The Supervisory Committee certifies that this disquisition complies with North Dakota State University’s regulations and meets the accepted standards for the degree of DOCTOR OF PHILOSOPHY SUPERVISORY COMMITTEE: Amy O’Connor, Ph.D. Chair Mark Meister, Ph.D. Robert Littlefield, Ph.D. Tim O. Peterson, Ph.D. Approved: May 16, 2015 Mark Meister, Ph.D. Date Department Chair ABSTRACT The purpose of this study was to examine the institutionalization of corporate social responsibility (CSR), CSR communication, and social issue adoption of the world’s largest petroleum companies over time. Previous research on CSR and institutional theory have established that CSR is institutionalized; the current study builds on that knowledge to examine whether the social issues companies adopt as CSR may also be institutionalized and it does so from a longitudinal perspective in relation to a complete industry. Specifically, this study engaged in a textual analysis of 75 CSR reports using MAXQDA, a qualitative data analysis software, to understand how 15 of the world’s largest petroleum companies communicate about their CSR within voluntary, yet formal CSR reports from 2007-2011. Analysis of the reports consisted of three phases. First, a working schema of social issues was developed from past research and the content of the reports; this phase identified social issues that were present and prevalent in the reports. Second, data were analyzed to examine, in detail, what companies were communicating about the social issues, as well as how they were communicating about them over time. Finally, the CSR reports were coded for the institutional and/or competitive language that was used to describe the social issues within the reports. Findings indicate that social issues adopted as CSR are also institutionalized, and there are seven key and consistent social issues the companies discussed: society and community development, stakeholder engagement, environmental performance and stewardship, workplace safety and health, corporate governance, low carbon growth and technological development, and energy security, supply, and demand. Additionally, the CSR communicated by an industry over time is largely consistent with very little variation in content or format both within the same company over time and between companies over time. Further, companies utilize both iii institutional language and competitive advantage language to discuss their CSR efforts. This study extends our knowledge about CSR communication by suggesting that social issues are also institutionalized, and highlighting consistency in content and reporting over time, thereby indicating that institutionalization occurs at the macro, meso, and micro-levels of organizing. iv ACKNOWLEDGEMENTS "They're cheering for you," she said with a smile. "But I could never have done it," he objected, "without everyone else's help." "That may be true," said Reason gravely, "but you had the courage to try; and what you can do is often simply a matter of what you will do." -The Phantom Tollbooth, Norton Juster This journey has been long; but it was mine, and I am grateful for all that I have learned along the way, not only about organizational communication, corporate social responsibility, or the life of an academic, but about myself and the person I aim to be in this life. Throughout this process, I had the opportunity to fall in love with research, fall out of love with it, and then (thankfully) fall back in love again. There is so much to learn about the things we take for granted in the world, and I am excited to continue asking questions. Now that I am at the end of this journey and ready for what is to come, I have several people to thank for sharing their time, talents, and passions with me. First, to my advisor, Dr. Amy O’Connor, I am so grateful. Finding a way to thank you in 4-5 sentences is probably the most difficult part of writing this dissertation. You have changed me and made me a better writer, researcher, colleague, teacher, and friend. Because you shared your book, “Creating the Corporate Soul” (Marchand, 1998) with me several years ago, I was able to develop my own thoughts and questions about what the role of business in society is, and you have continued to strengthen my thoughts and questions by asking incessantly, “So what?” I thank you for that. You have prepared me well. Second, I owe gratitude to the members of my committee for all of the questions, guidance, and expertise you contributed to this dissertation. Dr. Mark Meister, thank you for always challenging my way of thinking. I know I will become “brave” enough to plant my stake v firmly in the ground and then be prepared to defend it; you are a great example of that. Dr. Robert Littlefield, thank you for your thoughtful questions and keen eye about writing. You helped me to step back to ensure that my research can reach those who are not as versed in topics I have spent my entire graduate career pursuing. Dr. Tim O. Peterson, thank you for your belief in me, this project and your business perspective. Your encouragement was invaluable. Third, many others have been in my corner throughout this process, including faculty members Dr. Ann Burnett and Dr. Stephenson Beck, and friends/colleagues, Adam Tyma, Kai Western, Michael Burns, Elizabeth Tolman, and so many others. I especially thank Angie Rinne, Nancy DiTunnariello, Alicia Phillips, and Kristina Wenzel. Each of you asked about how things were going, cheered me on when good things happened, and have supported me always. To my colleagues and friends in the College of Business, especially Susan Council, Kay Hopkins, and Tayt Rinehardt; you have embraced me and encouraged me. To Dr. Shontarius Aikens; you have no idea how much you have meant to me during the last part of this process. You were one of the only people who allowed me to be frustrated. Your pictures, memes, and other signs and emails added laughter to this process when I needed it most and I couldn’t wait to tell you that “I did it!” Finally, I must thank my family. Mom and dad, Geoff and Brittany, you have listened to me talk about research and graduate school for so long and I appreciate your patience and support. It’s impossible to express the full extent of my gratitude here, but I am thankful for you; you are among my greatest blessings. And to my best friend, partner, and greatest love, Brian. You challenge me and push me in ways I never knew were possible, and I love you for that. We will have a beautiful life because we will make it together. Thank you for pushing me and being supportive of this journey; I couldn’t imagine celebrating this success without you. To all of you: thank you. I AM BLESSED. vi DEDICATION For my mom, Dianne and dad, Ken – for being my biggest fans, and for showing me what unconditional love is. It is because of you that I accomplished this goal. I love you. vii TABLE OF CONTENTS ABSTRACT ................................................................................................................................... iii ACKNOWLEDGEMENTS ............................................................................................................ v DEDICATION .............................................................................................................................. vii LIST OF TABLES ......................................................................................................................... xi LIST OF FIGURES ...................................................................................................................... xii CHAPTER ONE. INTRODUCTION ............................................................................................. 1 Rationale.................................................................................................................................... 10 Conclusion and Organization of the Dissertation ..................................................................... 13 CHAPTER TWO. LITERATURE REVIEW ............................................................................... 15 Corporate Social Responsibility ................................................................................................ 16 CSR’s Key Definitions and Concepts ................................................................................... 17 Approaches to CSR ............................................................................................................... 22 The Communication Case for CSR ....................................................................................... 28 Conclusion ............................................................................................................................. 31 Institutional Theory ................................................................................................................... 31 Institutional Theory’s Definitions and Concepts ..................................................................
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