기업 사회공헌의 소외계층 담론:삼성 단편영화 ‘별리섬’의 시선과 문화 정치적 함의

Samsung has announced its plan to strengthen corporate social responsibility (CSR) communication under the social pressure related to the heavy criticism on its recent issues such as the owner’s involvement in the Choi Sun-sil scandal, Samsung semiconductor leukemia dispute, and Samsung BioLogics’ accounting fraud. Shortly after, in October 2018, a short film ‘My Dream Class’ was released for free via online channels. This film is about Samsung’s representative CSR program ‘Dream Class’ which supports education opportunities for the socially excluded children by providing afterschool classes with the university student volunteers. Despite its identity as a CSR PR material, the film has surpassed the 0.1 billion views worldwide within 38 days since the release. This article explores the existing discourses on corporate philanthropy and CSR by analyzing the film ‘Dream Class.’ We investigate how the public and the media view this film and communicate with it, and also examine personalization and fragmentation in the CSR discourses from the point of neoliberal governmentality, as the corporate philanthropist is described as a hero without concerning the causes of more structural social problems and the pain of the excluded.