Oliver Raaz (University of Salzburg)

Revisiting the Social in CSR.

A Post-structuralist Perspective.

CSR Communication Conference, Amsterdam 2011

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

I. Mainstream CSR-discourse

Practice and Academia:CSR and transparency as communicative mechanisms designed to establish a rational, functioning society

„The ongoing debate about public relations in the context of public expectations of truth, transparency and accountability is, as the French say, 'tout à l'heure'.” (Linning 2004, 65)

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

II. Criticism of the Mainstream

Olasky (1987), Christensen & Langer (2009), Schultz (2011) (amongst others):

a) Experience of a multi-faceted, complex society contradicts idea of a homogeneous social structure

sociological objection b) Implementation of CSR and transparency

inhibits the development potential of individuals and real communicative exchange

normative objection

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

III. Post-structuralism

Umbrella term (different authors/concepts) Structuralism (Saussure): difference-based,

but constant meaning (closed systems) identity-oriented

Post-structuralism: fundamental play of differences, no superior unities, permanent shifts in meaning difference-oriented

dissociation from

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

IV. Post-structuralist social sciences

-- Magna Charta: „Hegemony and Socialist Strategy“ (Laclau & Mouffe 1985)

‚the‘ social: multidimensional sense-structure Contingent and temporary character of social

elements (organizations, communities etc.) Identity and difference are strict

complementary

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

V. Sociological objection

a) Necessary attempts of generating and combining social elements in discoursive systems (= articulation)

b) Inevitable (logical, not normatively!) development of discourses, which seek to establish a normative social order (= institutionalization of society)

CSR as one of the necessary attempts to institutionalize society

Attempts: necessary, but impossible

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

VI. Normative objection

Normative critique of CSR often originates in liberal philosophical thought (sound society: covers individual interests and development)

„[W]e should begin emphasizing private relations rather than public relations.” (Olasky 1987, 151)

Derives only from an opposing, necessary but necessarily failing attempt to institute society

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

VI. Normative objection

(Academic) normative criticism a priori cannot claim an epistemological superior position in morally instructing society

Separation of descriptive and normative parts in academic writing about CSR advisable

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

VII. Implications

1) Research: a) Idealistic, identity-centred model of society

represented in CSR cannot holdb) Yet, although it cannot „succeed“, CSR is part

of the necessary process of the institutionalization of society

c) Advisable for CSR-scholars, to make their normative premises explicit

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

VII. Implications

2) Practice: a) Moral ideals of society represented in CSR-

conceptions are inevitably partial conscience of contingency and tolerance

b) Due to the complexity of the social sense-structure the communities CSR aims at can only be cultivated but not be controlled

CSR Communication Conference, Amsterdam 28.10.2011

Revisiting the Social in CSR Oliver Raaz

Thank you for your attention!