Author's Keywords: corporate social responsibility, decoding strategy, information pollution, Korean, news story reading, public relations	Convention All Academic Convention can solve the abstract management needs for any association's annual meeting. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p90360_index.html Direct Link: HTML Code:

Bae, Jiyang. and Cameron, Glen. "What You Say Is Not What They Read: Koreans’ Decoding Strategies on Corporate Prosocial News Stories" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p90360_index.html>

Bae, J. and Cameron, G. T. , 2006-06-16 "What You Say Is Not What They Read: Koreans’ Decoding Strategies on Corporate Prosocial News Stories" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <APPLICATION/PDF>. 2009-05-25 from http://www.allacademic.com/meta/p90360_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: What journalists say about corporate prosocial activity was not what newspaper readers read in Korea. Through in-depth interviews, Korean interviewees could be named as cynical opponents, savvy negotiators, or pure accepters in relation to Corporate Social Responsibility (CSR) news story readings. One important communality across all interviewees was that they considered CSR news stories to be polluted or affected by public relations activity regardless of the fact that they were cynical opponents or pure accepters. Interviews demonstrated that Koreans basically assumed “CSR news stories are the outcome of publicity rather than the outcome of investigative news reporting by journalists.” The degree of belief about information pollution on CSR news stories leveraged their decoding choices: oppositional, negotiable, and dominant decoding.

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