ESG(Environmental･Social･Governance) 언론보도에 대한 실무자 인식 및 보도 프레임 연구

Objectives This study explored public relations practitioners’ perception and media coverage focusing on the enterprise and media which is the essential subject of ESG. Methods The research included interviews of ESG practitioners from 6 companies and content analysis of 853 ESG-related articles from the past 4 years. Results The ESG practitioners indicated the board members’ awareness of the importance of ESG management due to the increase in ESG-related articles, pointing out that there are many reports focusing on corporate publicity and the lack of in-depth articles. The analysis results confirmed that the amount of ESG-related articles has increased rapidly over the past four years, with a larger portion of articles in economic magazines account than in the central magazines. Depending on the tendency of media companies, conservative media companies had many economic benefits and corporate promotion frames, while progressive media companies had a high proportion of eco-friendly frames. As a result of the information source analysis, there were many explanation frames and eco-friendly frames when the information source was the government or politician, but economic benefits frames and corporate promotion frames accounted for a high proportion when company(industry) was used as information sources. Conclusions This study derives implications for ESG from the perspective of communication and contributes raising the need to improve the virtuous cycle of ESG activities subjects.