Corporate Logics of Contemporary Communication for Social Change: A View from the Global South

Social change and communication are irrevocably linked. Historically, ideas of equality, freedom, justice, and inclusion – the central tenets of social change – are articulated in citizen engagements, social movements, state welfare policies and even in corporate governance through communicative processes and technologies. Amidst evolving media landscapes, including the rise of digital technologies, communication for social change (CSC) has become pivotal in addressing social inequities, especially during crises like the COVID-19 pandemic. However, there is little scrutiny on how discourses of empowerment and justice are shaped by the corporate social responsibility initiatives of powerful stakeholders such as the multinational corporations (MNCs). Using case studies of selected CSR initiatives of Nike and the Gates Foundations,’ especially so-called digital empowerment programs targeting vulnerable girls of the global South, the paper demonstrates that neoliberal matrices of impact and outcomes dominate contemporary social change and justice narratives. By anchoring the analysis in feminist media, social justice and CSR theories, the paper unravels the complex dynamics of power and knowledge in CSR strategies. Ultimately, it advocates for more equitable and inclusive frameworks that transcend profit-driven motives, ensuring that communication for social change remains genuinely transformative for marginalized communities.