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| Author: | Joutsenvirta, M. Vaara, E. |
| Title: | Discursive (de)legitimation of a contested Finnish greenfield investment project in Latin America |
| Journal: | Scandinavian Journal of Management
2009 : MAR, VOL. 25:1, p. 85-96 |
| Index terms: | corporate responsibility social responsibility multinational companies forestry industry media coverage case studies Finland Latin America Uruguay |
| Language: | eng |
| Abstract: | Legitimacy has the central role in corporate social responsibility debate, but little is known of subtle meaning-making processes through which social actors attempt to establish or de-establish legitimacy for socially contested corporate undertakings. At the same time, through these processes they struggle to define the proper social role and responsibility of corporations. This paper examines these processes in the context of the intense sociopolitical conflict around the Finnish forest industry company Metsä-Botnia's world-scale pulp mill in Uruguay. Three types of struggle that characterized the media coverage are highlighted by a critical discursive analysis of Finnish media text: legalistic argumentation, truth fights, and political battles. This case illustrates how the corporate representatives - with the help of the national media - tend to frame the issue in legalistic terms, emphasizing their expert knowledge in technical and environmental evaluations and distancing themselves from political disputes. This paper argues that similar tendencies are likely to characterize corporate social responsibility debates in general. |
SCIMA