{"title":"THE MYTH OF CSR ON THE EXAMPLE OF DOVE CAMPAIGN","authors":"A. Duda","doi":"10.32008/nordsci2021/b2/v4/07","DOIUrl":null,"url":null,"abstract":"\"This article discusses the concept of corporate social responsibility (CSR) in the particular case of a controversial Dove campaign for Real Beauty (CFRB) and its role in the production and consumption of contemporary popular meanings of empowerment, social change, and female beauty in global consumer culture. Because in some instances such corporate strategies appear well received, we move beyond cynical dismissal to analyze corporate discourse to identify its transformative possibilities and contradictions. The analysis replaces the oversimplifying approaches to the ethics of CSR with a communicative perspective that highlights the need for a contextual examination of the ethical dilemmas that arisen from CSR practices. In this article, I engage with this CSR campaign, using critical discourse analysis (CDA) to uncover its mechanisms and ideological functioning. CDA of the print, television, and new media texts reveals a certain juxtaposition between liberation and oppression of CFRB. The analysis show how Dove was able to transform an ordinary commodity, skin cleansing products, into a consumer activist brand through which consumers could take part in solving self-esteem and social problems. My analysis of CFRB shows the ways that CSR often operates to co-opte the criticism by embracing it, consolidating brand loyalty and corporate profits, and defuse struggles around consumption. By doing so, CSR forms a complex strategy to legitimize particular brands and commodities, so it can be seen as the ideological force of contemporary consumer capitalism.\"","PeriodicalId":399735,"journal":{"name":"NORDSCI Conference Proceedings 2021 Book 2, Volume 4","volume":"29 5 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"NORDSCI Conference Proceedings 2021 Book 2, Volume 4","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32008/nordsci2021/b2/v4/07","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
"This article discusses the concept of corporate social responsibility (CSR) in the particular case of a controversial Dove campaign for Real Beauty (CFRB) and its role in the production and consumption of contemporary popular meanings of empowerment, social change, and female beauty in global consumer culture. Because in some instances such corporate strategies appear well received, we move beyond cynical dismissal to analyze corporate discourse to identify its transformative possibilities and contradictions. The analysis replaces the oversimplifying approaches to the ethics of CSR with a communicative perspective that highlights the need for a contextual examination of the ethical dilemmas that arisen from CSR practices. In this article, I engage with this CSR campaign, using critical discourse analysis (CDA) to uncover its mechanisms and ideological functioning. CDA of the print, television, and new media texts reveals a certain juxtaposition between liberation and oppression of CFRB. The analysis show how Dove was able to transform an ordinary commodity, skin cleansing products, into a consumer activist brand through which consumers could take part in solving self-esteem and social problems. My analysis of CFRB shows the ways that CSR often operates to co-opte the criticism by embracing it, consolidating brand loyalty and corporate profits, and defuse struggles around consumption. By doing so, CSR forms a complex strategy to legitimize particular brands and commodities, so it can be seen as the ideological force of contemporary consumer capitalism."
这篇文章讨论了企业社会责任(CSR)的概念,特别是在一个有争议的Dove campaign for Real Beauty (CFRB)的特殊情况下,以及它在当代流行的赋权、社会变革和全球消费文化中女性美的生产和消费中的作用。因为在某些情况下,这样的企业战略似乎很受欢迎,我们超越了愤世嫉俗的不屑一顾,转而分析企业话语,以确定其变革的可能性和矛盾。该分析以交流的视角取代了对企业社会责任伦理的过于简化的方法,强调了对企业社会责任实践中产生的伦理困境进行背景检查的必要性。在本文中,我参与了这场企业社会责任运动,使用批评性话语分析(CDA)来揭示其机制和意识形态功能。纸媒、电视和新媒体文本的批评性话语分析揭示了中国农村社的解放与压迫并存。分析显示了多芬是如何将一种普通的洁肤产品转变为一个消费者维权品牌的,通过这个品牌,消费者可以参与解决自尊和社会问题。我对CFRB的分析表明,企业社会责任通常通过接受批评、巩固品牌忠诚度和企业利润、化解围绕消费的斗争来应对批评。通过这样做,企业社会责任形成了一种复杂的战略,使特定的品牌和商品合法化,因此它可以被视为当代消费资本主义的意识形态力量。”