On December 4, 2017, Patagonia launched its “The President Stole Your Land” initiative on Twitter, Facebook, and Instagram. In so doing, the longtime corporate social responsibility (CSR) leader entered social media in a deliberately inflammatory and political manner. This initiative defies the principles of CSR often touted in the literature and provides for an intriguing case study. We engage in a close textual reading of initiative materials and identify discursive traces to gain insight into the paradoxical workings of CSR in the context of a hypermediated environment. Through analysis of how Patagonia harnesses wide-ranging and contradictory public input, we identify a strategy of communicating CSR to stakeholders with disparate interests. By exploring the intersection of organizational communication, rhetorical studies, and media theory, this article examines the discursive strategies afforded and precluded by wild public networks. We offer three wild public provocations as new discursive tactics for CSR practitioners.

中文翻译：

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野生公共网络上的企业社会责任：与不同和多方利益相关者沟通

2017 年 12 月 4 日，巴塔哥尼亚在 Twitter、Facebook 和 Instagram 上发起了“总统偷走了你的土地”计划。在这样做的过程中，这位长期担任企业社会责任 (CSR) 的领导者以蓄意煽动性和政治性的方式进入社交媒体。这一举措违背了文献中经常吹捧的企业社会责任原则，并提供了一个有趣的案例研究。我们对倡议材料进行仔细的文本阅读，并确定话语痕迹，以深入了解 CSR 在超中介环境中的悖论运作。通过分析 Patagonia 如何利用广泛且相互矛盾的公众意见，我们确定了一种将 CSR 传达给具有不同利益的利益相关者的策略。通过探索组织传播、修辞研究和媒体理论的交叉点，本文考察了狂野的公共网络提供和排除的话语策略。我们为企业社会责任从业者提供了三种疯狂的公开挑衅作为新的话语策略。