[en] Corporate Social Responsibility is a concept that defines the model of corporate governance based on responsible, horizontal and interactive accountability as opposed to closed and rail control systems. This type of management has been associated, at an initial moment, with private enterprise in the context of globalization, although gradually being implemented in the public, and consequently in the state-owned broadcasting corporations of the European Union. The three first corporations who have introduced CSR in their management are the BBC in the UK, RT? in Ireland, and ZDF in Germany. They develop their strategies in the fields of governance, working conditions, human rights, consumer, good practices in the activity, environment and community involvement. Annually these three corporations publish memories to evaluate the success or failure of their CSR activities, in order to provide detailed information to its stakeholders or interest groups: managers, suppliers, employees, partners, local communities and international communities. The purpose of this paper is to analyze the way in which the three corporations use Web 2.0 through their corporate websites in order to spread their CSR activities. Thus, detail the peculiarities and possibilities offered by each of the spaces 2.0 and how it encourages interaction, understood as a pillar of the 'social media 'against excessive elite control prevailing in the traditional media. Also, check if the three public broadcasting corporations use Web 2.0 share CSR as a management philosophy or whether, on the contrary, does not go beyond simple social marketing. To do this, we will identify the spaces dedicated to Corporate Social Responsibility, specify the category in which it is included and the importance given to it in the middle of other content contained in the corporate websites. Overall, we aim to find out if the web 2.0. is the method of choice for corporations to communicate their CSR activities.

[es] La Responsabilidad Social Corporativa es un concepto que define el modelo de gobernanza empresarial basado en la gesti?n responsable, horizontal e interactiva, en oposici?n a los sistemas de control cerrados y f?rreos. Las tres primeras corporaciones de radiotelevisi?n p?blica de la UE en implantar la RSC son British Broadcasting Corporation (BBC) del Reino Unido, Raidi? Teilif?s ?ireann (RT?) de Irlanda y Zweites Deutsches Fernsehen (ZDF) de Alemania. Sus estrategias se desarrollan en los ?mbitos de gobernanza, condiciones laborales, derechos humanos, aspectos vinculados al consumidor, buenas pr?cticas en la actividad, medio ambiente y compromiso con la comunidad. Anualmente las tres corporaciones presentan memorias de resumen y evaluaci?n del de sus acciones de RSC, con el objetivo de informar detalladamente a sus stakeholders, es decir, audiencia, directivos, proveedores, empleados, colaboradores, y comunidades locales e internacionales. El objeto de esta comunicaci?n es analizar c?mo las tres corporaciones utilizan la web 2.0. a trav?s de sus p?ginas web corporativas con la finalidad de difundir sus acciones de RSC y propiciar la interactividad. Para ello, se identifica el espacio dedicado a RSC, se especifica la categor?a en la que es incluida y la importancia que se le otorga en medio del resto de contenidos recogidos en las p?ginas webs corporativas.