Educating Sustainability and Semiotically Figuring the Corporation as a Citizen: A Case Study
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Contemporary corporations in the U.S.A. are increasingly seeking to reconfigure themselves as corporate citizens. Using ethnographic data gathered from a corporation in Hawai‘i, this paper examines anthropologically how a corporation called “HLC” sought to express corporate citizenship and figure itself as a corporate citizen by engaging in the education of sustainability. What is revealed is that by partnering with a local college, the HLC Company cofounded what is called the “Sustainability Education Institute (a pseudonym)” and created various educational programs and cultural practices that promoted sustainability as a locally meaningful and inhabitable sign of cultural citizenship. In educating sustainability and making it a locally recognizable mode of performing citizenship, the HLC Company, in turn, created the grounds of which the corporation could narrate itself as no longer a legal fiction but a ‘corporate citizen,’ which belongs to an actual community of sustainability-conscious social actors. It is argued that it is only through the creation and circulation of meaningful signs of citizenship that corporate entities can semiotically configure themselves as corporate citizens and legitimize their citizenship claims in corporate narratives and discourses.
Abstract
Contemporary corporations in the U.S.A. are increasingly seeking to reconfigure themselves as corporate citizens. Using ethnographic data gathered from a corporation in Hawai‘i, this paper examines anthropologically how a corporation called “HLC” sought to express corporate citizenship and figure itself as a corporate citizen by engaging in the education of sustainability. What is revealed is that by partnering with a local college, the HLC Company cofounded what is called the “Sustainability Education Institute (a pseudonym)” and created various educational programs and cultural practices that promoted sustainability as a locally meaningful and inhabitable sign of cultural citizenship. In educating sustainability and making it a locally recognizable mode of performing citizenship, the HLC Company, in turn, created the grounds of which the corporation could narrate itself as no longer a legal fiction but a ‘corporate citizen,’ which belongs to an actual community of sustainability-conscious social actors. It is argued that it is only through the creation and circulation of meaningful signs of citizenship that corporate entities can semiotically configure themselves as corporate citizens and legitimize their citizenship claims in corporate narratives and discourses.
참고문헌 (20)
- 고경난, "선물의 제스처: 미국 내 기업의 사회적 책임에 대한 담론 중심적 논의", 비교문화연구, 30, pp.31~51 (2013), 비교문화연구소
- 오정진, "법적 허구와 실체", 경희법학, 42(2), pp.417~433 (2007), 법학연구소
- Benson, P., "Corporate Oxymorons", Dialectical Anthropology, 34(1), pp.45~48 (2010)
- Chun, E. W., "Styles of Pledging Allegiance: Practicing Youth Citizenship in the United States", Language & Communication, 33(4), pp.500~514 (2013)
- Cody, F., "Inscribing Subjects to Citizenship: Petitions, Literacy Activism, and the Performativity of Signature in Rural Tamil India", Cultural Anthropology, 24(3), pp.347~380 (2009)
- De Neve, G., "Fordism, Flexible Specialisation and CSR: How Indian Garment Workers Critique Neoliberal Labour Regimes", Ethnography, 15(2), pp.184~207 (2014)
- Farnell, B., "Handbook of Methods in Cultural Anthropology", pp.411~458 (1998), Altamira Press
- Kirsch, S., "Sustainable Mining", Dialectical Anthropology, 34(1), pp.87~93 (2010)
- Koh, K. -N., "Corporate Social Responsibility and the Transformation of American Corporate Capitalism: An Ethnographic Study", 박사, pp.2010
- Maine, H. S., "Ancient Law: Its Connection with the Early History of Society, and its Relation to Modern Ideas" (1986), University of Arizona Press
- Figueroa, A. M., "Hay Que Hablar!: Testimonio in the Everyday Lives of Migrant Mothers", Language & Communication, 33(4), pp.559~572 (2013)
- Peirce, C. S., "The Essential Peirce: Selected Philosophical Writings, vol 2", pp.11~26 (1998), Indiana University Press, Original edition
- Rajak, D., "Good Company: An Anatomy of Corporate Social Responsibility" (2011), Stanford University Press
- Reynolds, J. F., "Figuring Youth Citizenship: Communicative Practices Mediating the Cultural Politics of Citizenship and Age", Language & Communication, 33(4), pp.473~480 (2013)
- Sherzer, J., "A Discourse-Centered Approach to Language and Culture", American Anthropologist, 89(2), pp.295~309 (1987)
- Silverstein, M., "Indexical Order and the Dialectics of Sociolinguistic Life", Language & Communication, 23(3), pp.193~229 (2003)
- Silverstein, M., "Natural Histories of Discourse", pp.1~20 (1996), University of Chicago Press
- Urban, G., "A Discourse-Centered Approach to Culture: Native South American Myths and Rituals, Texas Linguistics Series" (1991), University of Texas Press
- Urban, G., "Ethnographic Research on Modern Business Corporations", Annual Review of Anthropology, 42(1), pp.139~158 (2013)
- Welker, M. A., "Corporate Security Begins in the Community’: Mining, the Corporate Social Responsibility Industry, and Environmental Advocacy in Indonesia", Cultural Anthropology, 24(1), pp.142~179 (2009)