388 | nº 27, pp. 387-418 | doxa.comunicación

July-December of 2018

Corporate social responsibility in undergraduate communication studies

ISSN: 1696-019X / e-ISSN: 2386-3978

1. Introduction. Social responsibility in universities.

An organisation can be considered to be socially responsible provided the needs, concerns and interests of the social groups with whom decision-making processes, strategic planning and policy, management, procedures, behaviour and communication are all taken into account. Consequences must be taken on board, both current and future, dealing with people and groups directly involved with the organization’s activities, or with those from an outside connection, not part of the organization. They are seen to be affected in the short, medium or long-term; directly or indirectly (García Nieto, 2012: 94).

Social responsibility is an intelligent and ethical management of the impact of an organization on its human, social and natural surroundings. Ethical Management: All those potentially affected by an organization’s activity should obtain the greatest benefit and the least harm from it. The organization should serve the world, not be served by it. Intelligent management: Management responsible for the impact of the organization should bring beneficial returns to the organization whenever possible, so that the Social responsibility policy of the organization is sustainable and efficient. A socially responsible organization develops better in a better environment. (Vallaeys, 2013: 3).

The demand for social responsibility in organizations has become ever greater in our society, and the Spanish universities, not unaware of this phenomenon, have become leaders in this type of socially responsible practices. Over a decade ago, 88.6% of the Spanish university organizations included caring activities typical of corporate social responsibility (Arias Careaga y Simón Ruiz, 2004). Our world is ever more aware of the need to establish the bases for a well-informed society, guided by socially responsible professionals, with transparent and ethical values and with intentions for a sustainable future.

The first educational project within the European University system in Spain was introduced in 1993 by the Universidad Francisco de Vitoria (De la Calle Maldonado, 2011), which included a compulsory subject on the curriculum with the aim of educating students in social responsibility.