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Research article
First published online May 8, 2014

DOING WELL BY DOING GOOD? NORMATIVE TENSIONS UNDERLYING TWITTER’S CORPORATE
SOCIAL RESPONSIBILITY ETHOS

Thorsten Busch thorsten.busch@unisg.ch and Tamara ShepherdView all authors and
affiliations
Volume 20, Issue 3
https://doi.org/10.1177/1354856514531533
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ABSTRACT

This article examines the rhetoric of Twitter.com in order to gain insight into
the company’s normative self-understanding, or ethos. From a business ethics
perspective, we analyze Twitter’s ethos in relation to debates around democratic
communication and corporate social responsibility (CSR). Partly thanks to its
CSR strategy, Twitter has acquired the critical mass of users necessary to
successfully establish a robust and financially viable social network. Despite
its success, however, we argue that Twitter does not sufficiently address three
ethical implications of its strategy: (1) from an ethical perspective, Twitter
mainly seems to employ an ‘instrumental CSR’ ethos that fails to properly
recognize the moral rights, responsibilities, and strategic challenges of
corporate actors with regard to their stakeholders; (2) this issue becomes all
the more pressing because online social networks to a certain extent have taken
on the role of quasi-governmental bodies today, regulating what their users can
and cannot do, thus raising questions of accountability and legitimacy; and (3)
in Twitter’s case, this leads to normative tension between the site's rhetoric,
which is centered around civic motives, and the way its Terms of Service and
licensing policies seem to favor its commercial stakeholders over its
noncommercial ones.

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BIOGRAPHIES

Thorsten Busch is a Postdoctoral Fellow with Mia Consalvo at the Technoculture,
Art & Games (TAG) Research Centre, Concordia University, Montréal, Canada and a
Senior Research Fellow at the Institute for Business Ethics, University of St.
Gallen, Switzerland (see twitter.com/DigitalEthics).
Tamara Shepherd is a Postdoctoral Fellow with Catherine Middleton in Information
Technology Management at Ryerson University in Toronto. Her work in the feminist
political economy of digital culture has been published in First Monday, Triple
C, Global Media Journal, and the Canadian Journal of Communication. For more,
see http://tshepski.com/

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PUBLISHED IN

Convergence
Volume 20, Issue 3
Pages: 293 - 315
Article first published online: May 8, 2014
Issue published: August 2014

KEYWORDS

1. Business ethics
2. corporate citizenship
3. civil liberties online
4. corporate social responsibility
5. CSR
6. intellectual property
7. online social networks
8. platform
9. privacy
10. regulation
11. rights
12. Twitter
13. Web 2.0

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THORSTEN BUSCH

Concordia University, Canada
thorsten.busch@unisg.ch
View all articles by this author

TAMARA SHEPHERD

Ryerson University, Canada
View all articles by this author

NOTES

Thorsten Busch, TAG Research Centre, Concordia University, Hexagram EV 11-655,
1515 St. Catherine St. West, Montréal, Québec H3G 2W1, Canada. Email:
thorsten.busch@unisg.ch

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