Abstract: Today’s environmental challenges penetrate the material and discursive matter of life in Bulgaria and affect economic processes and social stability of Bulgarian society. Electronic media continue to be an important factor in shaping the public focus and influence the communication environment in which key issues such as environmental protection circulate. Towards these environmental challenges representatives of big business in Bulgaria have a serious attitude, which they express in a wide variety of green CSR initiatives. The big business invests in CSR to improve the environment and to position itself as a responsible social actor. Unfortunately, there is serious “shading” of discourse and communication context in media coverage of such initiatives in the electronic media which reproduces a controversial practice of lack of mentioning of brand names of companies that invest and support green CSR initiatives.
Keywords: green communication initiatives, corporate responsibility, news value.
Rhetoric and Communications E-journal, Issue 24, September 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464