Political Embeddedness, Media Positioning And Corporate Social Responsibility: Evidence From China*

We examine the effect of political embeddedness and media positioning on corporate social responsibility (CSR). Using a sample of Chinese listed firms from 2009-2017, we provide evidence that firms with political embeddedness from the perspectives of both government ownership and managerial political connection (PC) perform more CSR than other firms, but their motivations for doing so are different. Employing media positioning, we find that firms controlled by the government conduct less CSR when they receive more positive media reporting, indicating that this is a firm's passive choice due to political pressure; and firms with PC are incentivized by negative media reporting to conduct more CSR, indicating an active choice to maintain political legitimacy. This association is robust to different media positioning measurements and endogeneity checks. Additional analyses show that this relationship is more pronounced in central government-controlled firms and regionally politically connected firms; in firms that disclose CSR reports voluntarily; and in the environment where CSR are more valued (following the 2012 national Anti-corruption Campaign and in provinces with higher levels of marketization). Overall, our study suggests that media positioning can help to identify the motivation for conducting CSR.