Øjnene der ser: Et postkolonialt blik på CSR i en virksomhed i Ghana

Sanne Lindsten Olsen & Alexander Nicolas Truelsen

Studenteropgave: Speciale

Abstrakt

The basis for this master thesis is a wish to investigate and challenge discourses built up around negative perceptions and stigma of ”the other” or the African as being ”primitive”, ”savage” and ”less developed”. More specific the thesis aims at studying the heritage of colonial rule in present Ghana in West Africa and it’s effect on the Danish multinational dairy company Fan Milk’s planning and implementation of Corporate Social Responsibility (CSR) strategies, based on UN’s Global Compact. Furthermore we seek to look into how different cultural representations of concepts and structural challenges affect the planning and implementation of Global Compact. This investigation is built from an ethnographic field research conducted primarily in Ghana. Our method is consisting of semi-structured interviews with Ghanaian managers, the Danish Head of Management of the branch in Ghana as well as an interview with the Managing Director of Fan Milk International’s head office situated in the Danish city of Aalborg. Moreover the method of investigation consists of participating observation and a concept developed in the field, which we have dubbed ”cultural counselling”. The theoretical frame consists of two different theoretical directions. Our two main theorists are Stuart Hall and Homi K. Bhabha both of whom works within in the area of cultural studies and postcolonial critical thinking. The secondary theories revolve around the above-mentioned concept of CSR. The overall theory of science of this thesis is based in social constructionism, which in its essence allows us to define several truths – it all depends on the eye of the beholder. Fan Milk is in its implementation of Global Compact clearly affected by postcolonialism and the unequal power relations between ”us”, the colonizer, and ”them”, the colonized. Besides that the company is challenged by different interpretations of the values, which it tries to export to a Ghanaian context. Furthermore the political and the financial structures pose a challenge in different stakeholders’ expectations to Fan Milks role in addressing social and environmental problems in Ghana. In spite of all the challenges Fan Milk seems to have constructed a new culture within the company, a so-called third space, whereby a potential resistance of the postcolonial discourse becomes possible. The basis for this master thesis is a wish to investigate and challenge discourses built up around negative perceptions and stigma of ”the other” or the African as being ”primitive”, ”savage” and ”less developed”. More specific the thesis aims at studying the heritage of colonial rule in present Ghana in West Africa and it’s effect on the Danish multinational dairy company Fan Milk’s planning and implementation of Corporate Social Responsibility (CSR) strategies, based on UN’s Global Compact. Furthermore we seek to look into how different cultural representations of concepts and structural challenges affect the planning and implementation of Global Compact. This investigation is built from an ethnographic field research conducted primarily in Ghana. Our method is consisting of semi-structured interviews with Ghanaian managers, the Danish Head of Management of the branch in Ghana as well as an interview with the Managing Director of Fan Milk International’s head office situated in the Danish city of Aalborg. Moreover the method of investigation consists of participating observation and a concept developed in the field, which we have dubbed ”cultural counselling”. The theoretical frame consists of two different theoretical directions. Our two main theorists are Stuart Hall and Homi K. Bhabha both of whom works within in the area of cultural studies and postcolonial critical thinking. The secondary theories revolve around the above-mentioned concept of CSR. The overall theory of science of this thesis is based in social constructionism, which in its essence allows us to define several truths – it all depends on the eye of the beholder. Fan Milk is in its implementation of Global Compact clearly affected by postcolonialism and the unequal power relations between ”us”, the colonizer, and ”them”, the colonized. Besides that the company is challenged by different interpretations of the values, which it tries to export to a Ghanaian context. Furthermore the political and the financial structures pose a challenge in different stakeholders’ expectations to Fan Milks role in addressing social and environmental problems in Ghana. In spite of all the challenges Fan Milk seems to have constructed a new culture within the company, a so-called third space, whereby a potential resistance of the postcolonial discourse becomes possible.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
SprogDansk
Udgivelsesdato26 sep. 2013
VejledereMira C. Skadegård

Emneord

  • Global Compact
  • CSR
  • Fan Milk
  • Interkulturel kommunikation
  • Stuart Hall
  • Ghana
  • Multinational virksomhed
  • Homi Bhabha
  • Socialkonstruktionisme
  • Postkolonialisme
  • Etnografisk feltarbejde
  • Afrika