HORIZONTAL CSR AND GOTONG ROYONG COMMUNICATION

Abstract

This article elaborates a horizontal model of CSR and its connection to the Gotong Royong culture in Indonesia. Horizontal CSR is built on three key principles: Community (initiatives and engagement within the community), Collaboration (the development of collaborative programs and co-created values), and Cooperation (the shared implementation of responsibilities). On the other hand, Gotong Royong Communication emphasizes the principles of Sama Rasa (shared feelings), Sama Rata (shared equity), and Sama Rangkul (shared embrace), which foster social relations, social capital, communal bonds, mutual assistance, and a sense of community. This study encourages companies and professional organizations to explore new CSR programs that are based on social capital, social relations, and local wisdom, promoting a more equitable and less self-serving approach.

To cite this article:

Wijaya, B. S. 2012. Horizontal CSR and Gotong Royong Communication. Journal Communication Spectrum, Vol. 2(1), 31-42. DOI: 10.36782/jcs.v2i1.2483