“My Country’s Future”: A Culture-Centered Interrogation of Corporate Social Responsibility in India |
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Authors: | Rahul Mitra |
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Institution: | (1) Brian Lamb School of Communication, Purdue University, Beering Hall of Liberal Arts and Education, Room 2114, 100 North University Street, West Lafayette, IN 47907-2098, USA |
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Abstract: | Companies operating and located in emerging economy nations routinely couch their corporate social responsibility (CSR) work
in nation-building terms. In this article, I focus on the Indian context and critically examine mainstream CSR discourse from
the perspective of the culture-centered approach (CCA). Accordingly, five main themes of CSR stand out: nation-building facade,
underlying neoliberal logics, CSR as voluntary, CSR as synergetic, and a clear urban bias. Next, I outline a CCA-inspired
CSR framework that allows corporate responsibility to be re-claimed and re-framed by subaltern communities of interest. I
identify such resistive openings via interrogations of culture (I focus on oft-cited Gandhian ethics here), structure (State
policy, organizational strategy, and global/local flows), and agency (subaltern reframing of institutional responsibility,
engagement with alternative modes of agency, and deconstructive vigilance). |
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