It's (Still) Elmo's World!

In Medias Res readers are wondering: "Which companies in the industry stand out in regards to their view and actions in CSR?"

Corporate social responsibility (CSR) entails of being mindful about the community, the environment, and the world. However, in the media industry, it also includes actively promoting these ideals. The products of the media industry are such that they portray the values or lack of values of society, and many expect to see movies, websites, shows, newspapers and books to be in abundance of their own moral fiber. If the consumer does not agree with the products on that simple level, there is less of a chance that they will be interested in them. Granted, there are people who will pay attention to something like a TV show whether or not it's educational- I hate to tell this to you, writers of “Mad Men,” but no one I know watches the show for an in-depth look at businesses in the 60’s. It’s because of all the drama and intrigue that Don Draper’s (Jon Hamm) love life provides. But having that moral fiber helps, and it is in the media industry's favor to hold on to it. So motivation for promoting CSR is there. The question is... which companies actually care?

You can't walk into a bookstore without seeing a romance novel. And television and movies are riddled with "Rated R" programs. Clearly, some publishers and producers don't need to appeal to the public on the CSR level. On the other hand, private nonprofit names like PBS and NPR are dedicated to stimulating creativity and media literacy as well as upholding ideals like conservation and environmentalism. In PBS’s mission statement,they underline the importance of reaching out to children.

PBS online and PBSkids has churned out interactive and educational programs that are accessible to children of all ages. And it stands out for its innovation. Look at Sesame Street: That show adapts itself to the changing social climate with guest stars like Norah Jones and Katy Perry, while also teaching kids basic things about asking questions, learning to read, counting, etc. And let's face it: Elmo is "da bomb!"

It makes sense that companies with a target audience made up of children should have positive messages. Seven years ago, Nickelodeon had the "VERB" campaign, about getting active and being outside. More recently Disney Channel went green, promoting environmentalism in a huge campaign that involved stars like Miley Cyrus and the Jonas Brothers.

Disney works in different mediums of media-just like PBS. From Online games, to IMAX Movies, like “Planet Earth” and “African Cats,” to music releases and TV shows, Disney promotes the environment in a good way and sponsors contests for its viewers. By engaging its young viewers to get involved in projects to save the planet (recycling, community compost, etc.) Disney is making itself a big leader in the media industry as far as CSR goes.

More companies should take note of what PBS and Disney are doing. By actively reinforcing the moral fiber of society, its viewership is growing and people are paying attention because they are being made to care.