Behind the scenes

Abstract

The aim of this research is to discover ways that multi-stakeholder platforms for collaboration can be instrumental in the efforts of the media industry to achieve compliance with strategic sustainability and enhance its practices of Corporate Social Responsibility. Industries have gained awareness of their responsibilities towards environmental, social and economic welfare, and the media has a powerful role within society. The media industry's behavior is reflected both through its impacts of business operations as well as media products. The premise of this research suggests that an effective platform model fosters interpersonal, stimulating and energizing conversations amongst stakeholders in a neutral and friendly environment. In collaboration with various media stakeholders and showcasing an existing UK-based platform, the Media CSR Forum, and in investigating its structure and membership dynamics, it was possible to gain insight of common challenges for media companies. There is opportunity for commitment to developing solutions as an industry, and we identify the potential for platform models to help media companies plan strategically with the Framework for Strategic Sustainable Development. Strategic planning for sustainable development can help the media industry to face the challenge that their current contribution to un-sustainability represents and become a key player for sustainable societies