"Etiquette and Magic": Between Embedding and Embedded Corporate Social Responsibility

This article looks at corporate social responsibility (CSR) as a discur-sive social practice that attempts to interrogate the global market econ-omy and its neoliberal underpinnings and that reflects as well as frames and shapes domestic and global politics and institutions. Drawing upon Karl Polanyi's notions of reciprocity and redistribution while also emphasizing the normative content of the concept, the article inquires into the position that the CSR discourse occupies in addressing the cor-porate transnational risks derived from social tensions and conflicts and more generally, in answering social expectations for justice. The Polanyian perspective highlights the CSR discursive quest for a missing conceptual consistency and implicitly, for a constructive "critical" core. From this perspective, the article shows CSR to reside within controver-sial conceptual boundaries; a discursive social practice that engages with the social aspiration of embedding market economy in society while it is also in need of reclaiming its critical core and its potential for social change.