CSR Communication via New, Social & Mobile media

1. Constance Kampf, Ph.D. Business Communication Business and Social Sciences, Aarhus University Mobile CSR Projects linking consumers with corporations: CarrotMob, ColaLife & GoodGuide CSR Workshop October 27 2011

2. Food for thought… CSR Workshop October 27 2011 http://www.microsoft.com/uk/encarta/default.mspx http://www.wikipedia.org/ http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/05/21/businessinsider-jimmy-wales-wikipedia-operations-2010-5.DTL

3. Food for thought… CSR Workshop October 27 2011

7. Working to make sense of CSR, and give their sense of CSR to corporations CSR Workshop October 27 2011

8. Enactment through connecting (D)iscourse & (d)iscourse CSR Workshop October 27 2011 Gee differentiates (D)iscourse and (d)iscourse (D)iscourse represents the set of concepts or ideologies underlying composition choices by the author (d)iscourse represents the actual linguistic and grammatical features of the text Their combination brings together rhetorical and linguistic perspectives on communication.

9. Connecting (D)iscourse & (d)iscourse via terministic screens & entitlement CSR Workshop October 27 2011 Entitlement... Short hand for situations (d) (D) Terministic Screens...selecting, reflecting and deflecting (d) (D)

10. What processes do we use to create and connect (D) and (d) discourses? Entitlement... Short hand for situations (d) (D) CSR Workshop October 27 2011 Burke proposes that language be viewed “by thinking of speech as the entitling of complex non-verbal situations.” LASA p.361 the social content in such words, their nature as receptacles of personal attitudes and social ratings due to the fact that language is a social product, and thus builds the tribes’ attitudes into its ‘entitlings’ and into their “abbreviations” as words for things. LASA p.361

11. What processes do we use to create and connect (D) and (d) discourses? Entitlement... Short hand for situations (d) (D) CSR Workshop October 27 2011

12. Do (d)iscourses act as entitlements or terministic screens? (K.Burke) Terministic Screens...selecting, reflecting and deflecting (d) (D) CSR Workshop October 27 2011 “ a way of seeing is also a way of not seeing.” PC p.49 “ Men seek for vocabularies that will be faithful reflections of reality. To this end they must develop vocabularies that are selections of reality. And any selection of reality must, in certain circumstances, function as a deflection of reality.” GM p.59 “ many of the ‘observations’ are but implications of the particular terminology in terms of which the observations are made.” LASA p.46

13. Do (d)iscourses act as entitlements or terministic screens? (K.Burke) Terministic Screens...selecting, reflecting and deflecting (d) (D) CSR Workshop October 27 2011

14. Working to make sense of CSR, and give their sense of CSR to corporations CSR Workshop October 27 2011 Creating the aid-pod Inventing the CarrotMob event for sustainability Focusing on product health and safety at the point of purchase

15. Carrot Mob relying on (D)iscourses for sustainability… reducing the environmental footprint CSR Workshop October 27 2011 http://www.youtube.com/watch?v=LUz0kM1u_jk

16. Collision between Good Guide’s (d) and U.S. Federal Government’s (d) http://www.youtube.com/watch?v=Ab5l2_dHhtQ CSR Workshop October 27 2011

17. Colalife creating/entitling a (D) in which corporations use their assets for sustaining the health of their poorest customers CSR Workshop October 27 2011 http://www.youtube.com/watch?v=LUz0kM1u_jk

18. Language Processes of Making Sense through entitling and using terministic screens CSR Workshop October 27 2011 aid-pod CarrotMob health and safety (d) (D) (D) (d)

19. Conclusions: Enacting through language CSR Workshop October 27 2011 (d) (D) (D) (d) Social Media SuperUsers offer resources, knowledge and vision for CSR in corporate settings. How can firms leverage porous boundaries afforded by new media? Is CSR strategy itself crowd-sourceable? How can a deeper awareness of how we enact sensemaking through language help bridge the cognitive dissonance ?