Společenská odpovědnost mediálního podniku se zaměřením na environmentální oblast

Abstract

This thesis deals with social responsibility of a media company with a focus on the environmental area. The aim of this thesis is to investigate the application of environmental social responsibility in foreign media and to compare these efforts in the Czech media, with a focus on print media. This thesis is divided into three parts. In the first part it deals with the ethical values in business practice, as well as concepts related to social responsibility, and in the last passage, then on the social responsibility, its definition, defining the areas of interest, its potential benefits for the company and a critique with which this concept meets. The second part of the thesis traces the development of Czech media ownership according on the division of printed and electronic media after 1989. The first chapter is devoted to the period after 1989 until the turn of the millennium, which is a specific property of the Czech media, especially foreign investors. The second subchapter shows a gradual transition of ownership of foreign entities in Czech hands. The last part of the thesis is dedicated to the application of environmental responsibility as a media company. First, the issue is handled from the perspective of media as business entities and their application to this problem into its business strategy. In the next section is then applied to the issue of media content product.