The document analyzes how social responsibility is used as an empty signifier in media discourses. It applies Laclau's theory of empty signifiers to analyze how social responsibility comes to represent various unrelated demands. A content analysis of 104 newspaper articles finds that social responsibility is described in managerial and moral terms and used to represent both individualism and communitarian values. The analysis concludes that social responsibility functions as an empty signifier that offers a common solution while resurrecting some pre-modern values.