Journal of Business Ethics 115 (4):681-692 (2013)

Abstract
The paper introduces the communication view on Corporate Social Responsibility (CSR), which regards CSR as communicatively constructed in dynamic interaction processes in today’s networked societies. Building on the idea that communication constitutes organizations we discuss the potentially indeterminate, disintegrative, and conflictual character of CSR. We hereby challenge established mainstream views on CSR such as the instrumental view, which regards CSR as an organizational instrument to reach organizational aims such as improved reputation and financial performance, and the political-normative view on CSR, which highlights the societal conditions and role of corporations in creating norms. We argue that both the established views, by not sufficiently acknowledging communication dynamics in networked societies, remain biased in three ways: control-biased, consistency-biased, and consensus-biased. We discuss implications of these biases and propose a future research agenda for the communication view on CSR
Keywords Corporate social responsibility  Communication  CCO  Network society  Legitimacy
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DOI 10.1007/s10551-013-1826-8
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Reassembling the Social: An Introduction to the Actor-Network Theory.Bruno Latour - 2005 - Oxford, England and New York, NY, USA: Oxford University Press.
Responsibility and Global Justice: A Social Connection Model.Iris Marion Young - 2006 - Social Philosophy and Policy 23 (1):102-130.

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