선물의 제스처: 미국 내 기업의 사회적 책임에 대한 담론 중심적 논의
The Gesture of the Gift: A Discourse-Centered Approach to Corporate Social Responsibility
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
In this paper, I approach corporate social responsibility as a discourse metadiscursively shaping the social relationship between corporations and society. Using a discourse-centered approach to culture, I examine how early discussions (involving legal disputes) on the rights of corporations to give evolved into a public sphere discussion as to how corporations can be viewed and redefined as social actors with capabilities to perform socially meaning actions, which here is “responsibility.” I discuss how corporate social responsibility currently operates as a metadiscourse of corporate personhood, ethics, and corporate citizenship. Then, using insights from Mauss, I analyze how corporate social responsibility might be comparable to a Maussian gift exchange. Corporate social responsibility actions that are performed, indeed, are gift exchanges in that they involve the ideology of the free gift and the implicit expectation of a return to the giver. In the meantime, I argue, that in the case of corporate social responsibility, it is not the act of giving gifts (e.g., grants) that can lead to social alliances but rather the talk of gift giving, a departure from the ceremonial gift exchanges observed by Mauss. That is, here, the talk of giving shapes social alliances, thus displacing this function from the act of giving itself. The PR strategies deploy talk of the gift as a metapragmatic strategy, inviting various forms of role alignment on the part of diverse, potential and actual, participants, in a framework of corporate-sponsored gift exchange in which potential recipients compete, again at the level of metapragmatic description, to become the chosen gift recipient.
Abstract
In this paper, I approach corporate social responsibility as a discourse metadiscursively shaping the social relationship between corporations and society. Using a discourse-centered approach to culture, I examine how early discussions (involving legal disputes) on the rights of corporations to give evolved into a public sphere discussion as to how corporations can be viewed and redefined as social actors with capabilities to perform socially meaning actions, which here is “responsibility.” I discuss how corporate social responsibility currently operates as a metadiscourse of corporate personhood, ethics, and corporate citizenship. Then, using insights from Mauss, I analyze how corporate social responsibility might be comparable to a Maussian gift exchange. Corporate social responsibility actions that are performed, indeed, are gift exchanges in that they involve the ideology of the free gift and the implicit expectation of a return to the giver. In the meantime, I argue, that in the case of corporate social responsibility, it is not the act of giving gifts (e.g., grants) that can lead to social alliances but rather the talk of gift giving, a departure from the ceremonial gift exchanges observed by Mauss. That is, here, the talk of giving shapes social alliances, thus displacing this function from the act of giving itself. The PR strategies deploy talk of the gift as a metapragmatic strategy, inviting various forms of role alignment on the part of diverse, potential and actual, participants, in a framework of corporate-sponsored gift exchange in which potential recipients compete, again at the level of metapragmatic description, to become the chosen gift recipient.
참고문헌 (23)
- 김갑래, "기업의 사회적 책임에 관한 미국 판례 분석: 한국에 대한 정책적 시사점", 증권법연구, 13(1), pp.139~181 (2012), 한국증권법학회[DOI]
- AGHA, Asif, "Register", Journal of Linguistic Anthropology, 9(1-2), pp.216~219 (1999)
- AGHA, Asif, "Language and Social Relations" (2007), Cambridge University Press
- BERLE, Adolf A., "The Modern Corporation and Private Property" (1932), Transaction Publishers
- CARROLL, Archie B., "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders", Business Horizons, 34(4), pp.39~48 (1991)
- DODD, E. Merrick, "For Whom Are Corporate Managers Trustees?", Harvard Law Review, 45(7), pp.1145~1163 (1932)
- FARNELL, Brenda, "Discourse-Centered Methods, In Handbook of Methods in Cultural Anthropology" (1998), Altamira Press
- FRIEDMAN, Milton, "Capitalism and Freedom" (2002), University of Chicago Press
- GOFFMAN, Erving, "Frame Analysis : An Essay on the Organization of Experience" (1974), Harper & Row
- HIMMELSTEIN, Jerome L., "Looking Good and Doing Good : Corporate Philanthropy and Corporate Power" (1997), Indiana University Press
- KOH, Kyung-Nan, "Corporate Social Responsibility and the Transformation of American Corporate Capitalism: An Ethnographic Study", 박사, pp.2010
- KRIPKE, Saul A., "Naming and Necessity, In Semantics of Natural Language" (1972), D. Reidel Publishing Company
- MAINE, Henry Sumner, "Ancient Law: Its Connection with the Early History of Society, and Its Relation to Modern Ideas" (1986), University of Arizona Press
- MAUSS, Marcel, "The Gift: The Form and Reason for Exchange in Archaic Societies" (1990), W. W. Norton
- SHERZER, Joel, "A Discourse-Centered Approach to Language and Culture", American Anthropologist, 89(2), pp.295~309 (1987)
- URBAN, Greg, "Metaphysical Community : The Interplay of the Senses and the Intellect" (1996), University of Texas Press
- WADDOCK, Sandra, "The Difference Makers: How Social and Institutional Entrepreneurs Created the Corporate Responsibility Movement" (2008), Greenleaf Publishing
- YERKES, Kenneth J., "Corporate Charitable Contributions: Expanding the Judicial Analysis in a Post-Economic Recovery Act World", Indiana Law Journal, 58(1), pp.161~186 (1982)
- BOSTON COLLEGE CENTER FOR CORPORATE CITIZENSHIP, "Weathering the Storm: The State of Corporate Citizenship in the United States 2009" (2009), Boston College Center for Corporate Citizenship
- BUSINESS FOR SOCIAL RESPONSIBILITY, "Overview of Corporate Social Responsibility", Business for Social Responsibility Issue Brief (2003)
- Globalization: Numerous federal activities complement U.S. business’s global corporate social responsibility efforts, "GOVERNMENT ACCOUNTABILITY OFFICE", U.S. Government Printing Office, ~ (2005)
- MUIRHEAD, Sophia A, "Corporate Contributions : The View from 50 Years, In Corporate Contributions: The View from 50 Years" (1999), The Conference Board
- CSR Main Concepts - Supplemental Material to CSR Course. WBI Learning Programs Report, "THE WORLD BANK", The World Bank, ~