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Session 10, Kampf

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CSR Communication via New, Social & Mobile media

CSR Communication via New, Social & Mobile media

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  • 1. Constance Kampf, Ph.D. Business Communication Business and Social Sciences, Aarhus University Mobile CSR Projects linking consumers with corporations: CarrotMob, ColaLife & GoodGuide CSR Workshop October 27 2011
  • 2. Food for thought… CSR Workshop October 27 2011 http://www.microsoft.com/uk/encarta/default.mspx http://www.wikipedia.org/ http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/05/21/businessinsider-jimmy-wales-wikipedia-operations-2010-5.DTL
  • 3. Food for thought… CSR Workshop October 27 2011
  • 4. What are the implications of porous boundaries between firms and stakeholders? CSR Workshop October 27 2011
    • Shifting relations between the Firm and the Community…
    • Shifting relations between the Firm and the Community…
  • 5. Can three people change our understanding of Corporate Social Responsiblity via mobile tech?
    • Brent Schulkin for CarrotMob… using mobile technology to organize local consumer action
    • Dara O’Rourke for GoodGuide…using mobile technology to enable consumers to access CSR information at the point of purchase
    • Simon Berry for Colalife…using mobile technology to document aid work in Zambia and leverage Coca-cola’s distribution network.
    CSR Workshop October 27 2011 http://www.colalife.org/blog/
  • 6. Three Cases of consumers/super social media users contributing to business strategy…
    • Carrot Mob
      • Reducing eco footprint of local businesses
    • The Good Guide
      • Scientific 3rd party Reporting about products on health, environment & community at point of purchase
    • ColaLife
      • Using corporate assets for aid to poor customer populations in rural Africa
    CSR Workshop October 27 2011
  • 7. Working to make sense of CSR, and give their sense of CSR to corporations CSR Workshop October 27 2011
  • 8. Enactment through connecting (D)iscourse & (d)iscourse CSR Workshop October 27 2011 Gee differentiates (D)iscourse and (d)iscourse (D)iscourse represents the set of concepts or ideologies underlying composition choices by the author (d)iscourse represents the actual linguistic and grammatical features of the text Their combination brings together rhetorical and linguistic perspectives on communication.
  • 9. Connecting (D)iscourse & (d)iscourse via terministic screens & entitlement CSR Workshop October 27 2011 Entitlement... Short hand for situations (d) (D) Terministic Screens...selecting, reflecting and deflecting (d) (D)
  • 10. What processes do we use to create and connect (D) and (d) discourses? Entitlement... Short hand for situations (d) (D) CSR Workshop October 27 2011 Burke proposes that language be viewed “by thinking of speech as the entitling of complex non-verbal situations.” LASA p.361 the social content in such words, their nature as receptacles of personal attitudes and social ratings due to the fact that language is a social product, and thus builds the tribes’ attitudes into its ‘entitlings’ and into their “abbreviations” as words for things. LASA p.361
  • 11. What processes do we use to create and connect (D) and (d) discourses? Entitlement... Short hand for situations (d) (D) CSR Workshop October 27 2011
  • 12. Do (d)iscourses act as entitlements or terministic screens? (K.Burke) Terministic Screens...selecting, reflecting and deflecting (d) (D) CSR Workshop October 27 2011 “ a way of seeing is also a way of not seeing.” PC p.49 “ Men seek for vocabularies that will be faithful reflections of reality. To this end they must develop vocabularies that are selections of reality. And any selection of reality must, in certain circumstances, function as a deflection of reality.” GM p.59 “ many of the ‘observations’ are but implications of the particular terminology in terms of which the observations are made.” LASA p.46
  • 13. Do (d)iscourses act as entitlements or terministic screens? (K.Burke) Terministic Screens...selecting, reflecting and deflecting (d) (D) CSR Workshop October 27 2011
  • 14. Working to make sense of CSR, and give their sense of CSR to corporations CSR Workshop October 27 2011 Creating the aid-pod Inventing the CarrotMob event for sustainability Focusing on product health and safety at the point of purchase
  • 15. Carrot Mob relying on (D)iscourses for sustainability… reducing the environmental footprint CSR Workshop October 27 2011 http://www.youtube.com/watch?v=LUz0kM1u_jk
  • 16. Collision between Good Guide’s (d) and U.S. Federal Government’s (d) http://www.youtube.com/watch?v=Ab5l2_dHhtQ CSR Workshop October 27 2011
  • 17. Colalife creating/entitling a (D) in which corporations use their assets for sustaining the health of their poorest customers CSR Workshop October 27 2011 http://www.youtube.com/watch?v=LUz0kM1u_jk
  • 18. Language Processes of Making Sense through entitling and using terministic screens CSR Workshop October 27 2011 aid-pod CarrotMob health and safety (d) (D) (D) (d)
  • 19. Conclusions: Enacting through language CSR Workshop October 27 2011 (d) (D) (D) (d) Social Media SuperUsers offer resources, knowledge and vision for CSR in corporate settings. How can firms leverage porous boundaries afforded by new media? Is CSR strategy itself crowd-sourceable? How can a deeper awareness of how we enact sensemaking through language help bridge the cognitive dissonance ?

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