University of Vaasa - Vaasan yliopisto

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The recession is having an impact on society, markets and business throughout the
globe. In times of such economic difficulty, it is necessary to question whether
corporate responsibility is seen as a desirable optional extra which can be culled in
favour of profit maximisation, or economic survival. Or, conversely, CSR is cons
idered a proactive business tool, which will aid the survival of companies during
times of recession? These are questions which are being asked by business
executives, the popular media and academics alike. There has been a proliferation of
‘noise’ both in the media (traditional and web-based), discussing the state of CSR in
economies in recession and much debate predicting ‘what will happen next’. This
paper begins to unpack this discourse and address the questions highlighted above.
To examine these questions and to investigate how CSR will be affected at a more
substantive level, this paper focuses on the impact of the recession on both the action
and language of CSR. Language is deemed as being significant in this instance as it
is a mechanism by which the agenda for both short and long term action is set. This
agenda will impact within the boundary of the market in relation to business activity,
but will also have a wider impact, namely in the media and in policy-making
environments. The paper begins by discussing, in more detail, why it is important to
investigate language as well as actions, we are taking it as a given that it is import to
look at the actions of CSR.
Context: So why is it Important that we Discuss Language?
The importance of the way issues are ‘talked about’ has been debated widely; it is
important to extend the focus of CSR research from that of definition and operation,
to identify and include the broader impact of the language of CSR beyond the bonds
of corporations to wider society, specifically highlighting the impact the language of
CSR may have on the policy-making.
The link between language and power has been demonstrated elsewhere. As a key
tenet of the work of Foucault, power is viewed as being embedded in and effectuated
through a crucial combination of knowledge and language, or what he calls discourse.
Discourse is a:
“complex mixture of ideas and expression through which individuals
both perceive and in turn try to explain social reality” and therefore
“defines the parameters and criteria people use to ascertain and
calculate their potential course and action and choose particular
courses of actions in certain circumstances”
(Goverde et al 2000: p14)
Following this line of argument, discourse is primarily a means of both
understanding and action, operating in a circular fashion. In terms of approach,
discourse is “a window or filter through which a whole range of other concepts and
understanding must be mediated in human action.” (emphasis as in original) (ibid.
2000: p14).