Document Type
Article
Publication Date
2016
Keywords
Communication, Documentary, Environment, Dams, Activism, CSR, Media, Public relations, Advocacy
Abstract
Patagonia’s 2014 documentary DamNation marks a compelling and unconventional milestone in the evolution of corporate social responsibility (CSR) as public relations practice. The company drew from commercial acumen but also grassroots organizing, moving its CSR initiative closer to a form of social and environmental activism. This study, especially relevant for strategic communicators focused on CSR and sustainability issues, assesses DamNation’s impact upon Patagonia’s audience in terms of message effectiveness, company reputation, and willingness to act on Patagonia’s behalf in addressing the issue of dams. An online survey with experimental conditions was used to measure audience views on Patagonia’s campaign, as well as differences between those exposed to such company-sponsored activism and those who are not. Findings from the study shed light on both emerging CSR practices and integration of grassroots activism approaches.
Publication Title
Case Studies in Strategic Communication
Volume
5
Required Publisher's Statement
Case Studies in Strategic Communication, an online, peer-reviewed, open access journal is published by the USC Annenberg Press. (University of Sourthern California)
Publisher link to article: http://cssc.uscannenberg.org/cases/v5/v5art6/
Recommended Citation
Moscato, Derek, "The Brand Behind the Activism: Patagonia’s DamNation Campaign and the Evolution of Corporate Social Responsibility" (2016). Journalism Faculty Publications. 8.
https://cedar.wwu.edu/journalism_facpubs/8
Subjects - Topical (LCSH)
Social responsibility of business--United States; Social movements--United States; Environmental responsibility--United States; Green marketing--United States
Subjects - Names (LCNAF)
Patagonia, Inc. DamNation
Geographic Coverage
United States
Genre/Form
articles
Type
Text
Language
English
Format
application/pdf
