The criticism power: a study on the company and social movement relation within an environmental conflict context

Abstract

The re-democratization process in Brazil was a decisive factor for the expansion of the organization of the civil society that started demanding the companies to assume their social functions and acted with transparence and responsibility in their productive processes. In view of the emergence of the criticism and demands from the social and environmental movements, the publications on corporate social responsibility sustain ongoing management changes in large companies in Brazil towards a major social environmental responsibility of their practices. However in this article we intend to analyze how these changes are provided. As the study object, we investigated the repercussions of the social criticism in the expansion corporate strategies and the control of territories from a large Brazilian pulp and paper company, prioritizing the analysis of the social responsibility policies.