Mediatization of Russian Companies in the Framework of Corporate Citizenship

Abstract

The paper emphasis is made on corporate mediatization process conceptuali-zation, which role is of high importance in Russia, because it influences sociopolitical situation on a legal basis, creates a form of business corporations citizenship. The concept reveals a changing role of corporation in sociopolitical relations: due to encompassing corporate communication technologies it becomes necessary to meet communities expectations, sociopolitical, socioeconomic, ecological issues. Thus, sociopolitical sphere mediatization in the context of complicating media discourse forms the situation when the modern business organization should become a corporate citizen giving a boost to societal development, well-being, confidence-building.

Keywords

• strategic communication
• corporate mediatization
• corporate citizenship