CSR communication & stigmatized industries: is inclusion and diversity becoming a means for stigma-washing? Six decades of literature review




Palabras clave:

stigmatized companies; sin industries; CSR communication; diversity; inclusion; Web of Science; SCIMAT; bibliometric map; Type – Literature review.


This work aims to present an in depth literature review under the lens of three disciplines: Corporate Social Responsibility (from now on CSR) communications, stigmatized industries, and diversity and inclusion (D&I). Such review is supported by a bibliometric mapping software, SciMAT, developed by Cobo and colleagues (2011), at Universidad de Granada, Spain. A total of 8,942 papers on the three topics from 1963 to 2022 published in 98 leading journals indexed in the Journal Citation Reports of the Web of Science have been examined. The aforementioned software has been used to identify the relevant studies to focus on a second in-depth qualitative individual scrutiny. Findings suggest that the use of D&I to mitigate organizational stigma has yet to be analyzed. One still needs to confirm or reject the proposition that stigmatized firms use CSR communication and D&I to mitigate their stigma. Furthermore, they indicate that if future studies may find that stigmatized companies utilize D&I to manage their stigma via CSR communication, the D&I discipline would suffer from this practice, since one would prove that D&I is instrumentally used in a different way than it is supposed to.

Biografía del autor/a

Juan Manuel Alonso, Universidad Complutense de Madrid, Madrid, Spain

Juan Manuel Alonso, licenciado en Derecho y Administración de Empresas por la Universidad Pontificia Comillas. Ha tenido una exitosa carrera en inclusión y diversidad, alcanzando el puesto de Campeón de Inclusión y Diversidad de Cargill para Europa, Oriente Medio y África, donde ha podido desarrollar e implementar estrategias y políticas en más de 20 países. Doble doctorado en Industrias Estigmatizadas aplicadas a la Inclusión y la Diversidad de la Universidad Complutense de Madrid y de la Universidad de Friburgo, Suiza, en el área de Administración de Empresas, Juan Manuel continúa su investigación sobre los temas antes mencionados.

Laura Illia, Université de Fribourg, Fribourg, Switzerland

Laura Illia, profesora de Comunicación, Empresas y Responsabilidad Social. Su trabajo de investigación gira en torno a cómo los discursos contribuyen a comprender a las empresas en un nuevo panorama mediático donde la inteligencia artificial (IA) está haciendo su aparición. Específicamente, analiza cuestiones de legitimidad, estigma, RSC y ética de la IA. Aplicando nuevos métodos digitales, como el aprendizaje automático, a grandes conjuntos de datos, analiza la legitimidad organizacional en las redes sociales y el uso de los nuevos medios por parte de las empresas en el diálogo con sus audiencias clave.

Belén Rodríguez-Cánovas, Universidad Complutense de Madrid, Madrid, Spain

Belén Rodríguez-Cánovas, profesora de Estadística, Empresa y Comunicación. Su investigación se centra en modelos de valor de marca y responsabilidad de marca, con foco en modelos de consumo sostenible y comunicación responsable y en cómo se pueden aplicar modelos de procesamiento del lenguaje natural para predecir comportamientos y tendencias.


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Cómo citar

Alonso, J. M., Illia, L., & Rodríguez-Cánovas, B. (2024). CSR communication & stigmatized industries: is inclusion and diversity becoming a means for stigma-washing? Six decades of literature review. Cuadernos.Info, (57), 268–292. https://doi.org/10.7764/cdi.57.65557