Connecting Corporate and Consumer Social Responsibility Through Social Media Activism

Abstract

To highlight aspects of activism obscured by a focus on legitimacy and ideology, this article argues that shifting focus from legitimacy and ideology to identity, problem-solving and dialogue is needed to understand emerging forms of social media native activism that connects consumer social responsibility (CnSR) and corporate social responsibility (CSR). Taking this view as a basis for social activism offers a valuable perspective for understanding some emergent forms of social media activism toward business. Two cases of social media native activist organizations working to create movements are examined from this problem-solving and dialogue-based perspective—Carrotmob and the GoodGuide. These cases represent examples of a post-dialectic frame for understanding how social media can affect approaches to activism.