Responsabilidade social empresarial: representações sociais e ideologia

• Ano de defesa: 2009
• Autor(a) principal: Tatim, Denise Carvalho
• Orientador(a): Guareschi, Pedrinho A.
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: PSICOLOGIA SOCIAL; RESPONSABILIDADE SOCIAL - EMPRESAS; REPRESENTAÇÃO SOCIAL; IDEOLOGIAS; AÇÃO SOCIAL
• Link de acesso: http://hdl.handle.net/10923/4935

The unusual presence of new actor of social action, with corporate origin, in the contemporary public Brazilian scenery, institutes the theme of this thesis. The recent phenomenon of the Corporate Social Responsibility (CSR) has been presented as the new business ethic, proposing the adjustment among the economic growth and the social and environmental dimensions. The CSR study was developed under the perspective of the Moscovici’s Social Representations Theory (2003) and the Thompson’s Ideology (2002), soughting to comprehend how the social representation in the Brazilian context is organized and which is its function in the actual phase of international capitalism, through the analysis of politics and practices of corporation considered CSR model in Brazil, of their relations with the different actors involved and ideological content underlying to the social responsibility discourse. The research corpus was constructed from specialized bibliography, journals, institutional websites and 86 Social Reports of corporations indicated as CSR models in Brazil for national and international reference entities in the subject. The material analysis was realized under the Depth Hermeneutics Thompson’s methodology (2002), and data was submitted to descriptive and quantitative statistical analysis. Regarding the results obtained, it was possible to identify the appropriation of Social Responsibility proposal by big national and multinational private corporations that, by means of ideological strategies of powerful social representations, construct in the society the image of common good agents.The discourse, spread with efficient campaigns of social marketing, articulates with the entrepreneurial protagonist in socials and environmental causes, creating and fortifying the relationships of dependence and submission, and reasserting the neoliberal capitalism project in its maneuvers of adaption and reproduction.