Corporate social advocacy or social issues management? Examining state flagship universities’ responses to the killing of George Floyd

Abstract

Colleges and universities are social institutions often called on to speak about socio-political issues (e.g., racism). Critics have suggested that when responding to instances of racism on their campuses, institutional leaders often ignore the racist acts and harm caused and focus their discourse on diversity and inclusion. Considering this critique, this study examined how state flagship universities in the United States (U.S.) responded to the killing of George Floyd through the lenses of social issues management and corporate social advocacy (CSA). Through my critical thematic analysis of all 50 U.S. state flagship universities’ initial public statements, I forward three key findings: (1) institutions constructed Floyd’s killing as an example of racism; (2) through their statements institutions localized the issue by focusing on their values or centering marginalized community members’ experiences; and (3) the majority of institutional responses functioned to reinforce the individualistic logics of whiteness. Based on these findings, I argue that to advance research on organizational communication about social issues, CSA should be considered beyond overt statements for or against issues and suggest that as organizations discuss socio-political issues their communication may reinforce hegemonic ideologies and create paradoxes for their marginalized publics. I conclude by proposing an approach to social issues management that could be used by organizations seeking to promote social justice.