Neoinstitutional Approach as a Methodology of Corporate Citizen-ship Phenomenon Analysis

Introduction. The relevance of citizenship institute basics research is actualized by the upheavals in economic, social, and political systems. The scientific novelty consists of the outlined neoinstitutional approach and Ju. Habermas communicative action theory perspectives as a methodology for corporate citizenship of mediatized society study. Methodology and sources. Neoinstitutional approach and Ju. Habermas communicative action theory represent the methodological basis of the research. Citizenship is reviewed as a social and political phenomenon with implied active position of the subject, rather than a legal status. A comprehensive analysis of empirical data is based on transparent nonfinancial reporting of Russian companies, which are the members the UN Global Compact Network, with well-developed large-scale socially oriented programs and projects of corporate sustainability, and expert interviews. Results and discussion. The deepening mediatization of postindustrial society influenses the formation of corporate citizenship social and political phenomenon, whose structural basis is represented by value-based communicative figurations. The empirical study allowed us to outline the key features of the corporate citizenship formation model in Russia. Conclusion. Postindustrial society network structures deployment forces the transition from bureaucratic logic of industrial society institutional structures to communicative rationality of sociopolitical designing. From the perspective of the neoinstitutional approach, communicative figurations established by corporate citizens represent structural basis for local communities members socialization and influence corporations’ subjectivity acquiring in political communications system.

Authors: Larisa V. Sharakhina

Direction: Sociology

Keywords: corporate citizenship, social institute, communicative action, communicative figuration, mediatization

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