Session 16, Raaz

256 views

Published on

CSR Communication & Theories

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
256
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Session 16, Raaz

  1. 1. Revisiting the Social in CSR. A Post-structuralist Perspective. CSR Communication Conference, Amsterdam 2011
  2. 2. I. Mainstream CSR-discourse <ul><li>Practice and Academia: </li></ul><ul><li>CSR and transparency as communicative mechanisms designed to establish a rational, functioning society </li></ul><ul><li> „ The ongoing debate about public relations in the context of public expectations of truth, transparency and accountability is, as the French say, 'tout à l'heure'.” ( Linning 2004, 65) </li></ul>
  3. 3. II. Criticism of the Mainstream <ul><li>Olasky (1987), Christensen & Langer (2009), Schultz (2011) (amongst others): </li></ul><ul><li>Experience of a multi-faceted, complex society contradicts idea of a homogeneous social structure </li></ul><ul><li> sociological objection </li></ul><ul><li>Implementation of CSR and transparency inhibits the development potential of individuals and real communicative exchange </li></ul><ul><li> normative objection </li></ul>
  4. 4. III. Post-structuralism <ul><li>Umbrella term (different authors/concepts) </li></ul><ul><li>Structuralism (Saussure): difference-based, but constant meaning (closed systems)  identity-oriented </li></ul><ul><li>Post-structuralism : fundamental play of differences, no superior unities, permanent shifts in meaning  difference-oriented </li></ul>dissociation from
  5. 5. IV. Post-structuralist social sciences <ul><li>-- Magna Charta : „Hegemony and Socialist Strategy“ (Laclau & Mouffe 1985) </li></ul><ul><li>‚ the‘ social: multidimensional sense-structure </li></ul><ul><li>Contingent and temporary character of social elements (organizations, communities etc.) </li></ul><ul><li>Identity and difference are strict complementary </li></ul>
  6. 6. V.  Sociological objection <ul><li>Necessary attempts of generating and combining social elements in discoursive systems (= articulation) </li></ul><ul><li>Inevitable (logical, not normatively!) development of discourses, which seek to establish a normative social order </li></ul><ul><li>(= institutionalization of society) </li></ul><ul><li>CSR as one of the necessary attempts to institutionalize society </li></ul><ul><li>Attempts: necessary, but impossible </li></ul>
  7. 7. VI.  Normative objection <ul><li>Normative critique of CSR often originates in liberal philosophical thought (sound society: covers individual interests and development) </li></ul><ul><li>„ [W]e should begin emphasizing private relations rather than public relations.” (Olasky 1987, 151) </li></ul><ul><li>Derives only from an opposing, necessary but necessarily failing attempt to institute society </li></ul>
  8. 8. VI.  Normative objection <ul><li>(Academic) normative criticism a priori cannot claim an epistemological superior position in morally instructing society </li></ul><ul><li>Separation of descriptive and normative parts in academic writing about CSR advisable </li></ul>
  9. 9. VII. Implications <ul><li>Research: </li></ul><ul><li>a) Idealistic, identity-centred model of society represented in CSR cannot hold </li></ul><ul><li>b) Yet, although it cannot „succeed“, CSR is part of the necessary process of the institutionalization of society </li></ul><ul><li>c) Advisable for CSR-scholars, to make their normative premises explicit </li></ul>
  10. 10. VII. Implications <ul><li>2) Practice: </li></ul><ul><li>a) Moral ideals of society represented in CSR-conceptions are inevitably partial </li></ul><ul><li> conscience of contingency and tolerance </li></ul><ul><li>b) Due to the complexity of the social sense-structure the communities CSR aims at can only be cultivated but not be controlled </li></ul>
  11. 11. <ul><li>Thank you for your attention! </li></ul>

×