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Media narratives and organisational responsibility from the perspective of integral ecology
Beata Tarczydło
https://orcid.org/0000-0003-1249-9972Joanna Miłoń
https://orcid.org/0009-0004-3663-0562Abstract
RESEARCH OBJECTIVE: The aim of this article is to analyse the mechanisms through which media narratives concerning the ecological crisis help shape the public understanding of ecological and organisational responsibility from the perspective of integral ecology.
THE RESEARCH PROBLEM AND METHODS: The main research question concerns how media narratives regarding the ecological crisis influence the social understanding of organisational responsibility. The article is theoretical and analytical in nature. A critical-interpretative analysis of the literature and the Catholic Church’s programmatic documents was employed, primarily the encyclical Laudato si’ and the apostolic exhortation Laudate Deum.
THE PROCESS OF ARGUMENTATION: The article systematises the main approaches to climate and environmental communication, reconstructs the principles of integral ecology, and proposes a typology of media narratives concerning the ecological crisis. It then presents an interpretative model explaining the impact of media narratives on organisational responsibility through interpretative frameworks, stakeholder expectations and legitimising pressure.
RESEARCH RESULTS: Six types of media narratives were identified: alarmist-crisis, technocratic-regulatory, consumer-lifestyle, justice-integral, sceptical-polarising, and image-corporate. The analysis indicates that the media not only report on environmental issues but also help shape societal definitions of responsibility. Particular significance was attributed to the justice-integral narrative, which frames organisational responsibility as a commitment to the common good and future generations.
CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: The novelty of this article lies in combining the analysis of media narratives, integral ecology and the issue of the legitimisation of organisational responsibility. The proposed model can be used in further research on environmental communication, ESG, greenwashing and media literacy. Organisations should treat communication on sustainable development as an element of a culture of responsibility, rather than merely a tool for self-promotion.
Keywords
media narratives ; integral ecology ; the encyclical Laudato si’ ; organisational responsibility ; sustainable marketing communication
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