Media Culture as a Tool for Corporate Communication in CSR Development

Corporate Social Responsibility (CSR) has transitioned from peripheral philanthropy to a strategic pillar of corporate reputation and stakeholder engagement. In contemporary mediated environments, "media culture", comprising the norms, values, and practices of media production, plays a decisive role in shaping the outcomes of CSR communication. This paper investigates how media culture influences corporate communication in CSR development, with a specific focus on the Nigerian corporate landscape. Adopting a qualitative secondary data approach, the study utilises thematic analysis of academic literature, industry reports, and case studies to examine how media platforms shape narratives and organisational legitimacy. Findings indicate that while media culture enhances CSR visibility and interactivity, it introduces significant hurdles, including the digital divide, misinformation, and cultural misalignment. The study concludes with recommendations for integrated, culturally sensitive, and participatory communication strategies to foster sustainable CSR impact and stakeholder trust.