Neuroliberalism as a Deliberate Corporate Governmentality Project by the Private Sector

使用福柯的谱系学方法来理解行为改变方案的概念，并想象这些行为改变方案通过企业社会责任倡议来体现，这是占主导地位的政治经济传统的图景，揭示了一些新的东西：今天运作的公司治理项目。一些企业社会责任方案偏离了对企业社会责任的既定理解。Carroll(2008)确定了企业社会责任项目属于的六个类别，尽管不是穷尽的，而且与其他学者的分类(Garriga&Mele，2004)相比，跨国公司(MNC)正在从事的特定类型的企业社会责任倡议仍然不属于任何类别。具体地说，跨国公司正在推行的一些行为改变举措与企业社交营销无关，卡罗尔通过这种视角将企业社会责任中的行为改变举措联系起来，但从事这类举措的跨国公司仍将其贴上企业社会责任的标签。在这一分类中被忽视的举措是独一无二的，并体现了几个区别于现有企业社会责任叙事的具体性质。自由经济传统中围绕私营部门角色的新古典主义观点的辩论可以从多个立场来看待，弗里德曼(2002[1982])，对他来说，除了创造和最大化利润之外，私营部门在社会中没有任何角色或责任，他是如此坚定地站在这一立场上，以至于他说，“很少有趋势能像公司官员接受一种社会责任那样彻底地破坏我们自由社会的基础，而不是为他们的股东赚取尽可能多的钱”(Friedman，1962，Carroll，2008)。与此形成对比的是，企业社会责任概念的理论发展相当于公共部门成为对社会负有责任的公民实体的概念。这在Matten和Crane(2005)的著作中得到了相当大的发展；企业公民的标签可以与企业社会责任相替代，并且自鲍恩(1953)在其关于商人责任的思考中的著作以来一直在历史上发展。随着政治经济学理论层面的激烈辩论，很少有研究针对不符合典型的企业社会责任定义的案例研究，企业社会责任不符合典型的企业社会责任定义(如前所述)，也没有研究当代私营部门参与者从事企业社会责任的动机和意向性。这些私营部门行为者有意发挥治理作用，其明确目的是通过这些活动建设或管理社会经济环境，作为公司治理的一个项目。因此，这个项目的中心研究问题是：是否有证据表明，目前的私营部门尽管使用了上述独特类型的企业社会责任倡议，但可以被视为一个刻意的公司治理项目？

Using the Foucauldian genealogical approach to the concept of behaviour change programmes, and imagining that these behaviour change programmes manifested through the CSR initiatives, the landscape of the dominant political economic tradition, something new is revealed: a project in corporate governmentality operating today. Some of the CSR programmes deviate from the established understanding of CSR. Carroll (2008) established six categories that CSR programmes fell into, although not exhaustive and with other scholars categorisations (Garriga & Mele, 2004)there is still a specific type of CSR initiative that multi-national companies (MNCs) are engaging in that does not fall into any category. Specifically, there are forms of behaviour change initiatives that are being pursued by MNCs that have nothing to do with corporate social marketing, the lens through which Carroll associated behaviour change initiatives in CSR, but that are still being labelled as CSR by the MNCs engaging in these types of initiatives. The initiatives that have been neglected in this categorisation are unique and embody several specific properties that differentiate them the from the existing CSR narrative. The debates from a neo-classical perspective in the liberal economic tradition surrounding the role of the private sector can be seen from multiple stand points, that of Friedman (2002 [1982]) for whom the private sector has no role or responsibility in society apart from the generation and maximization of profits, so emphatic is he in this position that he says, "few trend could so thoroughly undermine the foundations of our free society as the acceptance by corporate officials of a social responsibility other than to make as much money for their stockholders as possible" (Friedman, 1962 as quoted in Carroll, 2008). In contrast to this, there is the theoretical development of the concepts of CSR as being equivalent to the concept of the public sector becoming citizen-like entities that do have a responsibility to society. This is developed considerably in the work of Matten and Crane (2005); the label of corporate citizenship that is fungible with CSR, and has been developing historically since the work of Bowen (1953) in his musings on the responsibilities of the businessman.With the debate raging on a theoretical level of political economy scant research has been directed towards the identification or evaluation of case studies, CSR that does not fit in to the typical CSR definition (those described previously), nor has there been research into the motivations and intentionality of the contemporary private sector actors that are engaging in them. These are private sector actors who intentionally assume a governance role for the explicit purpose of constructing or managing the socio-economic environment as a project in corporate governmentality through these activities. Therefore, the central research question of this project is: is there evidence that the current private sector, though its use of the unique type of CSR initiatives described above, can be considered a deliberate corporate governmentality project?