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The paper speculates about the relationship between the concepts of globalization, capitalism, corporate social responsibility and organizational communication. According to theoretical discussion, it analyzes field data collected by qualitative research guided in two steps: first, a set of interviews with Neighborhood Residents Associations (Amobs) leaders, from Caxias do Sul (RS), and latter, it analyses the speech and content of promotional pieces made by one of three corporations taken from the context of respondents. With the research, we wanted to compare the corporations’ speech with leaders’ (representative from dwellers of their respective districts) speech, seeking to understand the kind of relationship established by them, therefore analyzing in which level it denotes an effective CSR from corporations and how citizens identify the behavior of these corporations. It seems important to reflect on this way, considering that the organization’s discourse appears to be disruptive regarding their practices. Also, considering that we understand that organizations underestimate the strength of paradigmatic changes that emerge in society, as well as the ability to make cross readings (vanishing points) of the social subjects.

difícil sintonia entre a Responsabilidade Social Empresarial e a globalização da economia capitalista no discurso da comunicação organizacional