Un enfoque de la RSC en la televisión en España. Visión comparada a través del análisis de Atresmedia y Mediaset

Abstract

The main objective of this paper is to describe the proper performance of the corporate social responsibility of the two great Spanish media groups, Atresmedia and Mediaset. This analysis will be referred to Self Regulation Code of Television Contents and Children. We assume that enterprises can be promoters of social responsibility and especially those with more presence and impact for all stakeholders. The voluntary nature of corporate social responsibility should not be contrary to the fulfillment of certain protective aspects of children's rights, those specifically defined in the Audiovisual General Law of 2010. This rule, in Article 7 regulates aspects of rights child and how they are managed, establishing different hourly segments that are considered protective for children. For its part, the Self Regulation Code of Television Contents and Children establishes the guiding principles of television programming and its evaluation and control. Compliance with the identity of corporate social responsibility of great television groups, particularly referred to social aspects related to customers as stakeholders, would also facilitate monitoring children rights regarding to corporate social responsibility.