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Rethinking Communication in Social Business - How Re-Modeling Communication Keeps Companies Social and Entrepreneurial (Paperback)
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Rethinking Communication in Social Business - How Re-Modeling Communication Keeps Companies Social and Entrepreneurial (Paperback)
Series: Lexington Studies in Contemporary Rhetoric
Expected to ship within 12 - 17 working days
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Social entrepreneurship increasingly assumes a position of strength
in the dynamic milieu of late-modern democratic societies. A
plethora of companies have now arisen-everything from mighty social
enterprises like Warby Parker and TOMS to tiny outfits like Clean
Slate and Bright Endeavors-whose business-focused approach to
social problems is not merely additive but integral to their
missions. These companies respond not only to a felt proliferation
of humanitarian and environmental predicaments, but also to
enormous shifts in in public feelings and technological
sensibilities. These predicaments and make social entrepreneurships
urgently needed and remarkably complicated. But if social
entrepreneurs deal with that complexity with a business-as-usual
approach to making the world better-imitating, for example,
corporate social responsibility initiatives by transnational
companies-they will lose their vital distinctiveness and efficacy.
Drawing on a transdisciplinary perspective, close rhetorical
analysis, and qualitative interviews with social entrepreneurs,
this book argues that one good way to keep social business
disruptive is to rethink how organizations model their
communication. Instead of assuming a conventional theory of
communication, neatly organized around the relations of senders and
receivers, social entrepreneurship should enact a performative
model of communication in which messaging and action are
affectively woven. This book offers suggestions for making this
performative model sustainably disruptive in relation to questions
that pester social entrepreneurs: how to tell the company story,
how to raise awareness, how to address complex audiences, and how
to solve problems.
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