Social Responsibility as Displacement of Capitalism: Evidences from Banks in Brazil

2007

The purpose of the study is to understand the dynamics of institutionalizing Corporate Social Responsibility (CSR) in the Field of Banking Organizations in Brazil. By means of a social analytical model proposed by Boltanski & Chiapello (1999), and retrieving the conceptual bases of the institutional approach and using the notion of interest in Bourdieu (1996), we arrived at an analytical model that enabled us to understand CSR as part of a movement to displace capitalism. We defend the theory that when institutionalizing CSR, the actions are justifiable in terms of the common good, legitimizing it by tests and structural arrangements while at the same time serving interests inherent to the …