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Exposing Corporations' Shameless 'Socially-Responsible' Rebrands


Exposing Corporations’ Shameless ‘Socially-Responsible’ Rebrands
Richard Porton
In 2003, Mark Achbar and Jennifer Abbott’s acclaimed documentary
The Corporation argued that the American impulse to regard corporations as “people” is essentially amoral and psychopathological. The film also emphasized that, in the age of globalization, conferring personhood on corporations is no longer a peculiarly American fetish. The film featured interviews with left-of-center heavyweights such as Noam Chomsky and Howard Zinn and even
The Economist, a magazine known for celebrating deregulation and the free market, hailed it as a “surprisingly rational and coherent attack on capitalism’s most important institution.”
Abbott and Joel Bakan’s

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