Corporations use political discourse to persuade the public in ways that support their bottom line. As corporations increasingly take explicit positions on social and environmental issues to influence public opinion, the recommendation that they remain neutral with respect to social and political issues is increasingly disregarded. This ‘corporate activism,’ while often seemingly benign, is always in line with corporate interests.

In many occasions, corporate activist discourse (often leveraging digital propaganda techniques, astroturfing, or disinformation tactics) is employed to distract from the negative externalities of corporations’ business models, and away from political solutions. These more nefarious forms of corporate activism have been referred to as ‘Dark PR,’ alluding to the deliberate promotion of disinformation by companies. The concept also encompasses practices against competitors and political stakeholders aimed at affecting their reputation and political discourse more broadly.

As the use of Dark PR and corporate activism increases, there is a need for more scholarship to better understand the ways that corporations leverage these communication techniques. What’s more, in recent years, corporate and institutional communication has itself been targeted by disinformation. Corporations can be now targets, and also promoters, of disinformation discourse that favors their interests. In this regard, academic research on negative communication techniques, or their effects, remains limited. By increasing our understanding of the ways corporations use these communication strategies, researchers can serve to support PR and political professionals in their work, shed light on the more harmful effects of these practices, and develop recommendations for future research. Similarly, scholarship is still lacking on the effects that negative communication and disinformative discourse can have on public opinion.

Contributions to this Research Topic should review the ways that corporate discourse seeks to influence public opinion and political agendas, attack opponents, and defend from attacks. Manuscripts may

• undertake theoretical studies on corporate activism, disinformation, Dark PR, or digital propaganda;
• develop frameworks to describe disinformative discourses as tools for communication and influence;
• analyze the professionalization of negative influence;
• analyze the use of disinformation aimed at affecting business or political actors;
• review the influence of disinformation on communication strategies, routines, and/or professional competencies;
• investigate digital propaganda and astroturfing efforts that favor business and/or political interests;
• study communication strategies/tactics that provide organizations with tools to fight disinformation;
• conduct case studies on the use of Dark PR as a lobbying strategy or to affect competing corporations;
• explore new communication tools that allow organizations to fight against disinformation;
• research the professionalization of negative influence efforts.

The Research Topic encourages manuscripts of the following types: Brief Research Report, Conceptual Analysis, General Commentary, Hypothesis & Theory, Methods, Mini Review, Opinion, Original Research, Perspective, Policy Brief, Policy and Practice Reviews, Review, Study Protocol, and Systematic Review.

Submit your idea

Impact

Frontiers in Communication

Submit your idea

Impact