Neuroliberalism as a Deliberate Corporate Governmentality Project by the Private Sector

使用福柯的系谱学方法的概念的行为改变方案，并想象这些行为改变方案体现了通过企业社会责任的倡议，占主导地位的政治经济传统的景观，揭示了一些新的东西：一个项目，在公司治理今天的运作。有些企业社会责任方案偏离了对企业社会责任的既定理解。卡罗尔（2008）建立了企业社会责任计划的六个类别，虽然不是详尽无遗的，与其他学者的分类（Garriga & Mele，2004）仍然有一个特定类型的企业社会责任倡议，跨国公司（MNCs）正在从事，不属于任何类别。具体而言，跨国公司正在推行的一些行为改变举措与公司社会营销无关，而卡罗尔正是通过这种透镜将行为改变举措与企业社会责任联系起来，但从事这类举措的跨国公司仍将其称为企业社会责任。在这一分类中被忽视的举措是独特的，体现了几个特定的属性，使其与现有的CSR叙述区分开来。从自由经济传统中的新古典主义视角围绕私营部门的作用进行的辩论可以从多个角度来看，（2002 [1982]）对他们来说，私营部门除了创造和最大化利润之外，在社会中没有任何作用或责任，他在这个位置上如此谨慎，以至于他说，“没有什么趋势能像公司官员接受社会责任而不是尽可能多地为股东赚钱那样彻底破坏我们自由社会的基础”（Friedman，1962年，引自卡罗尔，2008年）。与此相反，在理论上，企业社会责任概念的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。这在马滕和起重机（2005年）的工作中得到了相当大的发展;企业公民的标签，这是可替代的企业社会责任，并已发展的历史，因为工作的鲍恩（1953年）在他的沉思的责任，商人。随着争论的政治经济学的理论层面上肆虐的研究很少被导向识别或评估的案例研究，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行为者参与企业社会责任的动机和意图。这些是私营部门行为者，他们有意发挥治理作用，其明确目的是通过这些活动将社会经济环境建设或管理作为公司治理的一个项目。因此，本项目的中心研究问题是：是否有证据表明，目前的私营部门，虽然其使用的独特类型的企业社会责任倡议上述，可以被认为是一个深思熟虑的公司治理项目？

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?