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Abstract
Purpose - To demonstrate, through the application of Fairclough's critical discourse analysis framework, that the discourse surrounding corporate social responsibility (CSR) has broader implications.
Design/methodology/approach - Argues that the evolution of CSR has become a two-way process of interaction between business and civil society.
Findings - As companies place increasing emphasis on their ability to act responsibly as "corporate citizens", CSR provides new opportunities for social actors to assimilate these strategies; enabling them to scrutinise, question and oppose the business practices of global corporations and challenging them to prove that there is more to CSR than merely corporate rhetoric.
Originality/value - Demonstrates that the discourse surrounding CSR has broader implications.
Keywords Social responsibility, Sustainable development, Business ethics, Social accounting
Paper type Research paper
Introduction
The recent Earth Summit, corporate scandals involving major multinationals such as Enron and the subsequent questioning of the regulatory structures and morality of global capitalism, all suggest that the complex relationship between business, the state and civil society is undergoing change. The debate, on this occasion, is being conducted under the rubric of corporate social responsibility (CSR) and corporate citizenship. The development of CSR strategies has been particularly pressing for brand-based, multi-national companies such as Nike and The Gap. Greater public concern over their activities has highlighted the importance of protecting the brand-image, and the need to demonstrate a corporations' socially responsible attitude in its interactions with consumers and suppliers in order to maintain its social capital (see Nahapiet and Ghoshal, 1998).
Debates about the social responsibilities of corporations are not new. However, the degree to which CSR has been embraced, represents a significant development in redefining the relationship between capital and civil society (Andriof et al., 2002; Weiser and Zadek, 2000). Given the potentially wide-ranging impact of CSR, research in this field has adopted a relatively narrow focus, concentrating upon the positive and negative "business impacts" of firms deciding whether or not to instigate CSR strategies. In particular, four key themes are evident. First, the development of "the business case" whereby social responsibility represents an economic tool to gain competitive advantage and social capital (Nahapiet and Ghoshal, 1998). Second, CSR as a method for global companies to develop strong links with the local communities in which they operate....