논문KCI 등재
The Mass Mediation of Corporate Social Responsibility Discourse: An Anthropological Approach
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참고문헌
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주제분류사회과학일반
초록
미국 기업인들은 이제 기업에게 사회적 책임이 있다는 것을 당연시한다. 이 논문은 미국에서 기업의 사회적 책임(CSR)이 어떻게 하나의 공공영역 담론으로 부상했는지, 또 기업들에게 수용 가능한 담론이 될 수 있었는지를 알아본다. 여기서 CSR을 공공영역 담론으로 바라보고 그 전파 방식에 주목한다는 것은 CSR라는 하나의 언어토큰이 일상적으로 접할 수 있는 쓰인 담론(written discourse)에서 어떻게 사용되고 또 소통(특히 청자에게 이해되고 수용)될 수 있는가에 주목한다는 것이다. 이 논문은 우선 어떤 사회주체들이 어떠한 커뮤니케이션 채널들을 통해 CSR을 공공영역에서 이야기할 수 있는 주제로 고취시켰는가를 알아본다. 그 다음 CSR담론에서 대표적으로 사용되고 있는 수사학적 전략(rhetorical strategies)들을 도출해보고 그 실례들에 대한 참여 프레임웍(participant framework) 분석을 통해 기업들이 자발적으로 CSR담론을 수용하고 내재화할 수밖에 없는 이유를 알아본다. 기업에게 사회적 책임이 ‘있다’는 인식과 판단은 미국의 경우 21세기 초 기업단체들의 사회적 역할과 영향력에 대한 관심이 급증하며 급격히 확산되었다. 이 논문은 공공영역에서 일상적으로 다루는 CSR에 대한 논의가 기업들의 CSR실천으로 어떻게 이어질 수 있는가를 문화/언어인류학적으로 분석함으로써 CSR이 다른 사회(예: 한국)에서는 어떻게 확산될 수 있을지에 대한 시사점도 제공한다.
Abstract
This paper approaches corporate social responsibility as a discourse and explores how as public sphere discourse CSR has become a trend among American corporations. It questions how corporate social responsibility has been promoted as a topic worthy of public debate and how it is made into something that companies should respond to. To attend to these questions in a cultural and linguistic anthropological fashion is to attend to the way CSR as discourse involves social actors who in their everyday work and interactions use speech—and in this case, writing—to engage in socially meaningful actions with one another. How can corporations come to ‘have’ responsibilities and perform responsible actions as ‘single’ entities? It is only through talks about the social relationships and roles of corporations that such framing is possible. By examining who the major actors are in the promotion of CSR as a public sphere discourse and revealing the method by which their discussions about the relationship between corporations are society are made relevant to corporate actors, this paper hopes to provide an understanding as to how corporate social responsibility has emerged as a sociological phenomenon in the United States of America (and possibly abroad).
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