Environmental protection theme at discourses of corporative social responsibility

Abstract

This paper views and discusses discourses on social responsibility in organizations and their use of the environmental theme. We suppose that strategies are used to disseminate some discourses concerning these matters. The ambiguities of themes within organizations point to a fragmented discourse (Fineman, 1996), revealing practices of openness and dissimulation. The theoretical discussion starts with the theme of social responsibility, confronting it with an environmental theme and discusses discourses with ambiguities of organizational practice stemming from two themes. At the end, a case study of Antena completes the discussion. Data was collected with documental research and semi-structured interviews. We made use of Discourse Analysis methodology (Fiorin, 1989). In conclusion, the concern with social responsibility and its environmental thematic lie within the organization. It is found in the discourse and actions at a high administration level including managers and a high number of technical workers. The silence about the limits of this responsibility is fulfilled by a technical workers group that reveals dissimulation when openness menaces some objectives.

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