Društvene mreže i društvena odgovornost: Prosudba tvrtke Facebook/Meta temeljem Carrollove piramide korporativne društvene odgovornosti ; The Social Network and Social Responsibility: An Assessment of Facebook/Meta Based on Carroll’s Pyramid of Corporative Social Responsibility

Rad u svjetlu Carrollova modela korporativne društvene odgovornosti istražuje poslovanje tvrtke Facebook/Meta. Prema četiri kategorije toga modela (ekonomska, etička, pravna i filantropska odgovornost) analizirane su informacije o poslovanju tvrtke te je utvrđena nedostatnost u trima od njih. Facebook/Meta zadovoljava samo po parametrima ekonomske odgovornosti jer uspješno posluje ostvarujući znatnu dobit. U pravnoj odgovornosti ta tvrtka ne zadovoljava jer izbjegava plaćanje poreza i predmet je brojnih sudskih tužbi. U etičkoj odgovornosti isto tako jer se Facebook ne pridržava ni načela koja deklarira te u javnosti prevladava stajalište da je ta tvrtka beskrupulozna i neodgovorna. U filantropskoj odgovornosti zaostaje za tvrtkama srodnih djelatnosti jer su u odnosu na ukupnu imovinu iznosi koje daje u dobrotvorne svrhe znatno manji od drugih, a i znatan dio darovanoga više se može smatrati investicijom nego donacijom. ; The paper explores the behaviour of Facebook/Meta in light of the concept of corporate social responsibility (CSR). The phenomenon of social media and the social network is briefly described, and the concept of corporate social responsibility is explained. Research is based on an assessment of Facebook business behaviour in light of Carroll’s CSR model. Information taken from scientific papers, media and Facebook’s official website is analyzed and compared within the parameters of each of the four categories of the model. It is established that this company fulfills only one of the four dimensions of responsibility — the economic dimension. The company evidently does not fulfill its legal responsibility because it constantly seeks ways to circumvent the provisions of laws and regulations. It engages in tax evasion and is the subject of numerous lawsuits. In terms of ethical responsibility — contrary to the manner in which it presents itself on its websites — Facebook is doing poorly as well. The company, generally considered unscrupulous and irresponsible, clearly does not meet the ethical ...