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У роботі розглядається діяльність телекомпанії Euronews як найважливішого елемента інформаційно-комунікаційного простору Єдиної Європи. З точки зору впливу на європейський інтеграційний процес аналізуються структурно-організаційний і функціональний рівні діяльності Euronews, пріоритети зовнішньої інформаційної експансії, мовна політика. Оцінюються перспективи й політичні наслідки переходу компанії до «глокального» формату в умовах поширення дезінтеграційних настроїв. Європейська інтеграція, мабуть, уперше в історії масштабних інтеграційних проектів показала, що економічна та політична взаємодія навіть тих держав, що знаходяться в тісних партнерських відносинах, потребує інформаційної підтримки. Для європейських громадян ЗМІ є основним джерелом отримання інформації інтеграційної тематики, ресурсу формування загального порядку денного та джерела затвердження європейської ідентичності. Засоби масової інформації Єдиної Європи зіткнулися з завданням пошуку оптимальної моделі функціонування в інформаційному полі, що багатократно випереджає державні кордони та сфери впливу національних медіа. Залежність між політичною та інформаційною сферою тут вперше набула не декларативно-теоретичного характеру, а реального наповнення (і Brexit тут є хоча і найбільш очевидним, але не єдиним прикладом). Найвагоміші принципи комунікативної інтеграції Європи проявилися під час створення та розвитку телеканалу Euronews - унікальної медіаструктури світового інформаційного ландшафту. Досвід функціонування Euronews свідчить, що в європейській медіасистемі існує проблема меж зростання впливу на інтеграційні процеси. У світі досі не створено моделей взаємодії ЗМІ держав-учасниць інтеграційних об’єднань, які гарантували б гармонізацію національних інтересів. Водночас компанія Euronews впоралася із завданням ознайомлення міжнародної громадськості з нагальними проблемами регіонів Єдиної Європи, донесення до гетерогенної аудиторії спільного порядку денного, роз’яснення світової громадськості основних напрямів і принципів діяльності органів управління інтеграцією. The research deals with the activities of Euronews television as an essential element of information-communication space of a United Europe. In terms of impact on the European integration process the paper analyzes the structural and organizational and functional levels of Euronews, priorities of foreign informational expansion, language policy. The prospects and political consequences of the company’s transition to a «glocal» format are assessed in the context of disintegration moods extension. For the first time in the history of large-scale integration projects, European integration has shown that economic and political interaction, even in close partnerships, requires information support. For European citizens, the media is the main source of information on integration topics, a resource for generalizing the general agenda, and a source of affirmation of European identity. The media of the United Europe were faced with the task of finding the optimal model of functioning in the information field, which is far ahead of national borders and spheres of influence of national media. For the first time, the relationship between the political and information spheres has not acquired a declarative-theoretical character, but a real filling (and Brexit is the most obvious but not the only example here). The most important principles of communicative integration of Europe were manifested during the creation and development of Euronews, a unique media structure of the world information landscape. Experience in the functioning of Euronews shows that there is a problem in the European media system with the limits of growing influence on integration processes. No media interaction models have yet been created in the world by member states of integration associations, which would guarantee the harmonization of national interests. At the same time, Euronews coped with the task of familiarizing the international community with the urgent problems of the united Europe regions, communicating to the heterogeneous audience a common agenda, explaining to the world public the main directions and principles of the activities of the Integration Management Authorities.

The paper deals with analysis of approaches to estimate the social impact as a long term result of social investments. Nowadays public sector faces the unprecedented decrease of financing as a result of economic contraction. In the light of great budget limitations, state leaders and heads of the private sector pay much attention to evaluation of the real return, cost, which will created in financial resources allocation to solve social problems. It objectively increases the interest in development of the current methodology to evaluate social value. Theoretical contradictory and methodological complexity to determine social value causes the necessity to form generalized recommendations, which may be used by the third sector representatives. From the viewpoint of social service sphere regulation, the encouraging of the private capital inflows at the governmental and local levels, and at the level of separate organizations and social enterprises, there is a problem to find active tools to measure social value. That is why understanding and regulating of this wider value become more important as for state and so for private sectors. The main goal of the paper is analysis of contradictions and needs which provoke to estimate the long term impact of social programs, to allocate the common principles of social impact estimation. According to the highlighted goals the authors used the methods as follows: logical generalisations and scientific abstraction; system and cross-section analysis. The authors analysed the main needs and barriers which connect with the developing of the general standards of social impact assessment. The authors systematised the main methods to estimate the social effectiveness, summarised the main principles of social impact assessment which could be implemented by the companies from the social sector. The results of analysis showed to the need to harmonise the systems of social impact assessment with the companies strategy and mission. In addition it should take to account during the developing of management system., Статья посвящена исследованию подходов к оценке социального влияния как долгосрочного результата социальных инвестиций. Основной целью исследования является анализ и обобщение противоречий и потребностей, обусловливающие оценки долгосрочного влияния социальных программ, определения общих принципов оценки социального воздействия. В работе согласно поставленных задач использованы такие методы исследования, как: методы логического обобщения и научной абстракции, системно-структурный анализ. Проанализированы потребности и сложности, связанные с разработкой общих стандартов оценки социального воздействия. Систематизированы методы оценки социальной эффективности, обобщены принципы оценки социального воздействия, которые могут быть приняты как общие для организаций социального сектора. Результаты исследования свидетельствуют о необходимости согласования систем измерения социального воздействия стратегии и миссией организации, сочетая это с разработкой системы управления., Стаття присвячена дослідженню підходів до оцінювання соціального впливу як довгострокового результату соціальних інвестицій. Основною метою дослідження є аналіз та узагальнення суперечностей та потреб, що зумовлюють оцінювання довгострокового впливу соціальних програм, визначення спільних принципів оцінювання соціального впливу. У роботі відповідно до поставлених завдань використано такі методи дослідження, як методи логічного узагальнення та наукової абстракції; системно-структурний аналіз. Проаналізовано потреби та складності, що пов’язані з розробленням загальних стандартів оцінювання соціального впливу. Систематизовано методи оцінювання соціальної ефективності, узагальнено принципи оцінювання соціального впливу, що можуть бути прийняті як спільні для організацій соціального сектору. Результати дослідження свідчать про необхідність узгодження систем вимірювання соціального впливу зі стратегією та місією організації, поєднуючи це з розробкою системи управління.

The paper included the most important results of the sections’ discussions. The most crucial social problems are highlighted because they influence the socio-political landscape of the Ural region. These scientific results are associated with the difficulties and prospects of implementing national projects into mechanisms of the regional and municipal governance. These materials allow us to formulate proposals of the Ural sociological school scientists to improve the effectiveness of national projects in the Russian Federation. В публикации отражены ключевые результаты работы научных секций конференции, выделен круг наиболее важных социальных проблем, определяющих общественно-политический ландшафт публичного управления в Уральском регионе и сопрягающихся с трудностями и перспективами реализации национальных проектов на региональном и муниципальном уровнях управления. Эти материалы позволяют сформулировать предложения ученых Уральской социологической школы по повышению эффективности реализации национальных проектов в субъектах РФ с учетом тесного взаимодействия власти, бизнеса и научного социологического сообщества.

The article describes the problems and contradictions related to employment of University graduates in the field of training “State and municipal management”. Also, the article highlights the most priority for students skills and abilities acquired by them in the framework of the educational program, which, in their opinion, can be useful in the profession of a public servant. В статье рассмотрены проблемы и противоречия, связанные с трудоустройством выпускников вузов по направлению подготовки «Государственное и муниципальное управление». Также в статье выделены наиболее приоритетные для студентов навыки и умения, приобретаемые ими в рамках образовательной программы, которые, по их мнению, смогут пригодиться в профессии государственного служащего.

Tesis Univ. Granada. Departamento de Sociología. Leída el 15 de diciembre del 2010

У статті розглянуто історичні підходи до вивчення неформальної економіки танеформальної зайнятості. У поняття «неформальний сектор» включено діяльністьгосподарських агентів, які не вписуються в установлені інституційні правила абознаходяться поза інституційним захистом. Розглянуто ряд гіпотез щодо функціонування неформальної економіки, а саме: неформальну економіку пов’язано з відсталістю країни, з характеристикою економічної периферії або із притулком для тих, хто не може легально працевлаштуватись., The article deals with main scientific approaches to the study of the problems of transitive economy, shows the current state of economic activity, its dynamics and characteristics of informal sector of economic activity from the viewpoint of the methodology of institutional analysis. However, this understanding is too inclusive and vague, and certain activities that could be included by that definition are not considered part of the informal economy. The informal economy also does not include there productive or care economy, which is made up of un paid domestic work and care activities. Un paid domestic workand care activities do not contribute to that, and as a result, are not a part of the informal economy.That is to say informal practices are rooted in the gap of the laws and unwritten norms of behavior. It is shown that deeper the gap, as well as the weaker the mechanism of enforcement for obeying the law, since more abundant informal practices are. Similarly, informal practices do not just rooted in the laws and social norms, but being massive, inevitably lead to the «destruction of the supports», namely inducing the conscious correction of laws and unintentional modification of social norms of society. They are inseparable. It is more noticeable in Ukraine than else where. Designations of Ukrainian reality in the Western studies – a hybrid economy, organized disorganization, competitiveauthoritarianism – reflect the complexity of the given object. It is proved that the relation of formal and informal regulation has at least three grades.Informal practices may: displace the formal rules, replacing them; occupy space free of formal regulation; break «not the letter but the spirit of the law», using a legal instrument as a tool to achieve informal arrangements. We have come to the conclusion that the Formal and Informal exist separately, while using the term «sector». But as soon as we enter into a discussion about the bureaucraticand non-bureaucratic management, then we notice the continuity of formal and informal orders. Since in the given article the general vector of studies of the informal economy is shifting from the structural to the institutional direction., В статье рассмотрены исторические подходы к изучению неформальной экономики и неформальной занятости. В понятие «неформальный сектор» следует новленные институциональные правила или находятся вне институциональной защиты. Рассматриваются ряд гипотез о функционировании неформальной экономики. Вовлеченность в неформальную экономику связана с отсталостью страны, с характеристикой экономической периферии или с убежищем для тех, кто не может легально трудоустроиться.

(Excerto) This e-book presents a selection of the research papers presented at the 5th European Communication Research and Education Association (ECREA) Conference in Lisbon, November, 2015. The book reflects the work of researchers within the Organisational and Strategic Communication (OSC) Section of ECREA from different backgrounds and higher education institutions in Europe and highlights the diverse professional and scientific interests of the Section. At the 5th ECREA Conference, the OSC Section selected almost 50 papers from the 90 submitted abstracts, which were organized into two specialist panels (“Government Public Relations in Europe: Critical Perspectives” and “Inconsistences Organizational Communication”), eight parallel sessions and one poster session. Those papers selected for Lisbon 2015 made a valuable contribution to key contemporary communications debates and issues. The peer reviewed papers presented in this volume share findings and “state of the art” critical reflections, which address the core objective of the Organisational and Strategic Communication Section of ECREA. They also continue the tradition of the promoting scientific knowledge in our broad and diverse field of research, which has been central to Section’s raison d’être since its creation in 2006.

Dissertação de mestrado integrado em Engenharia e Gestão de Sistemas de Informação, A constante evolução das Tecnologias de Informação (TI) tem permitido à sociedade em geral uma utilização cada vez maior e variada de novos meios de comunicação, aumentando desta forma a capacidade de se compartilhar informação via Web, através de dispositivos inteligentes, a qualquer momento e em qualquer lugar. O crowdsourcing surge como um processo de obtenção de serviços, ideias ou conteúdos necessários, aproveitando o conhecimento e competências de indivíduos de uma crowd, tendo em vista a solução de problemas e criação de ideias inovadoras com o objetivo de melhorar o desempenho das organizações e/ou comunidades. Este modelo de colaboração é feito com recurso a plataformas Web colaborativas, dispositivos móveis inteligentes e software que apoia a expressão da criatividade em contributos intelectuais com valor comercial. As iniciativas de crowdsourcing têm vindo a assumir uma importância cada vez maior no apoio prestado às comunidades em situações de desastre/crise ou perante a ocorrência de um outro evento perturbador, contribuindo para uma maior resiliência das mesmas. Tendo em conta este facto, este trabalho de dissertação tem por objetivo explorar o contributo que as várias categorias de crowdsourcing podem potencialmente oferecer ao reforço da resiliência das comunidades. Através da análise de casos reais de iniciativas, é sistematizado e proposto um Framework conceptual que permita compreender o contributo que o crowdsourcing pode oferecer à resiliência das comunidades, fazendo realçar a forma como as suas categorias podem ser integradas para permitir esse contributo., The constant evolution of information technologies has led the society in general to use more and diverse means of communication, increasing the capacity to share information on the Web by smart devices at any time and any place. The crowdsourcing emerges as a process of obtaining services, ideas or contents needed, taking advantage of the knowledge and skills of the individuals of a crowd to solve problems and create innovative ideas in order to improve the performance of organizations or communities. This collaborative model is made by using collaborative Web platforms, smart mobile devices and software that supports the expression of creativity in intellectual contributions to business value. The crowdsourcing initiatives have been assuming an increasing importance in supporting the communities in disaster/crises situations, contributing to greater resilience of these. Given this fact, this dissertation aims to explore the contribution of the various crowdsourcing categories which can potentially reinforce community resilience. Through the analysis of real initiatives cases, it is systematized and proposed a conceptual Framework that allows to explain the potential contribution of crowdsourcing towards the resilience of communities, making accentuate the way that the categories can be integrated to allow that contribution.

Dissertação de mestrado em Sociologia (área de especialização em Organizações e Trabalho), Este estudo integra-se no âmbito da Sociologia das Organizações e tem natureza mais conceptual do que empírica. Esta reflexão é orientada para a análise e explicação do processo organizacional de conceção, desenvolvimento, e implementação de instrumentos tecnológicos de gestão de serviços bancários e, especialmente, a importância do conhecimento conceptual enquanto fator de geração de produtos, e da comunicação organizacional enquanto processo transversal e fundamental à atuação individual, grupal e organizacional. A estratégia de investigação consiste em um estudo de caso e a metodologia de recolha de dados utilizados é a observação participante realizada na condição de observador conhecido que, em virtude da sua condição de profissional daquela entidade bancária, teve acesso aos dados empíricos usados. A análise dos dados empíricos orienta-se, simultaneamente, para a ilustração de formulações teóricas e para a interpretação da realidade observada. Para construir sentidos teóricos sobre o objeto empírico a realidade analisada, adoto contributos teóricos importados da gestão do conhecimento, da significação/comunicação e da estruturação social., This study integrates within the Sociology of Organizations and its nature is more conceptual than empirical. This reflexion is oriented toward the analysing and explanation of the organizational process of design, development and implementation of technological tools for managing bank services and, especially, the importance of conceptual knowledge as a factor in the creation of products, and the organizational communication as a fundamental process to the individual, group and organizational performance. The research strategy consists in a case study and the methodology used for data collection is the participant observation as a known observer that, by virtue of his professional condition as a worker of that bank branch, had access to the empirical data used. The analysis of empirical data is oriented toward simultaneously the illustration of theoretical formulations and the interpretation of the observed reality. To construct theoretical directions on the empirical object, the analyzed reality, I adopt imported theoretical contributions of knowledge management, the signification / communication and the social structure.

Tesis Univ. Granada. Departamento de Ciencia Política y de la Administración. Leída el 4 de febrero de 2011

Tese de doutoramento em Psicologia (área de conhecimento em Psicologia Social), As Organizações do Terceiro Sector têm sido alvo de um interesse crescente quer do ponto de vista social e político quer do ponto de vista académico. No plano nacional destacamos o trabalho pioneiro de Manuela Coutinho (1995) ou o trabalho da equipa coordenada por Luís Capucha sob o auspício da Rede Europeia Anti Pobreza-Portugal (Capucha, 1996), e no plano internacional merece destaque ”The Johns Hopkins Comparative Nonprofit Sector Project” liderado pelos Profs, Lester Salamon e Helmut Anheier (Salamon e Anheier, 1997). Em Portugal, nas Instituições Particulares de Solidariedade Social (IPSS) existe uma grande identificação entre os trabalhadores e as suas organizações, um turnover reduzido, grande longevidade dos vínculos laborais, e ligações afectivas fortes entre trabalhadores e organizações, o que configura as características básicas definidoras do conceito de organizational commitnment (Mowday, Steers e Porter, 1979; Sheldon, 1971). Para melhor conhecer este fenómeno aceitamos a sugestão de Neves de que a “abordagem da Gestão pela cultura realça a importância explicativa dos valores simbólicos e culturais no funcionamento das organizações, os quais são fruto da acção estruturante dos seres humanos “ (Neves, 2004). A presente dissertação o começa por posicionar as IPSS no quadro do welfare mix e avança para uma dimensão “micro” da compreensão das suas dinâmicas internas pela voz dos seus trabalhadores. A investigação foi realizada junto de uma amostra de 270 trabalhadores de IPSS. Foi utilizado um modelo de investigação que tinha como objectivo relacionar as dimensões de clima e cultura do modelo dos valores contrastantes de Quinn e as dimensões das práticas de GRH (variáveis independentes) com o empenhamento (variável dependente). Acessoriamente foram realizadas investigações complementares relacionando os factores de contexto e os factores sóciodemográficas (variáveis independentes) com as dimensões de clima/cultura, e as dimensões das Práticas de GRH e Empenhamento (variáveis dependentes). Os resultados revelam que não existem diferenças significativas entre as instituições de tipo religioso e as instituições não religiosas em relação às diversas variáveis estudadas. Tanto nas escalas de clima como de cultura a dimensão menos valorizada foi quase sempre a “Inovação” e a mais valorizada “Apoio”. Ao contrário do que alguma literatura fazia prever os trabalhadores menos qualificados têm um nível de empenhamento alto, igual aos resultados dos trabalhadores mais qualificados, e mais alto do que os trabalhadores de nível intermédio. A análise das variáveis sócio demográficas permite algumas conclusões reveladoras de um certo padrão de emprego: em primeiro lugar uma diferença significativa na idade de inicio do trabalho uma vez que pessoal técnico começa a trabalhar em média aos 25 anos de idade, o pessoal operacional aos 30 e o pessoal auxiliar aos 34 anos de idade; em segundo lugar uma elevada correlação (0,868) entre o “tempo de trabalho na organização” e o “tempo de trabalho na profissão”, indicando uma clara tendência para o emprego para toda vida. Finalmente, os resultados comprovam a fiabilidade do modelo de investigação, e mostram que a dimensão “apoio “ na variável clima /cultura e a dimensão “Formação” na variável Gestão de Recursos Humanos são os factores que mais contribuem para o empenhamento dos trabalhadores., The public concern, both political and academic about Third Sector Organizations increased substantially in the last decades. At national level, we emphasize a pioneer study by Manuela Coutinho (1985) as well as the REAPN team study carried out under the supervision of Luis Capucha (1996). Internationally the Johns Hopkins Comparative Nonprofit Sector Project, conducted by Professors Lester Salamon and Helmut Anheier, may also be highlighted. This dissertation focuses on a specific category of NGO’s - the IPSS (Private Nonprofit Social Institutions) that have an important role in the framework of the welfare mix - and tried to understand their internal dynamics through the opinions of their workers. As Neves states, ‘the approach by the organizational culture highlights the importance of symbolic and cultural values in the organizational functioning, which are a consequence of human behavior’. The relationship between the Human Resource Management and organizational culture has been emphasized by several authors (Chandram, 1993; Denison and Mirsha, 1992), as well as the mutual influence of Culture and HRM practices. Concerning the IPSS, it is possible to identify the characteristics which Mowday, Steers & Porter (1979), Sheldon (1971) and Hall (1970) conceptualize as organizational commitment. The present research has been held on a sample of 270 IPSS workers. Using a parsimonious model, it tried to relate both the dimensions of Quinn´s competing values model and the dimensions of strategic HRM practices (independent variables) with de organizational commitment level (dependent variable). Further investigations have been made relating socio demographics factors and organizational context factors (independent variables) with Quinn´s competing values model, strategic HRM practices and organizational commitment level (dependent variables). The findings revealed that there are no significant differences between religious and non religious organizations, concerning the variables in analysis. Significant differences were found, though, between time of work in organization and commitment, as well as between time in profession and commitment. In both cases, the most recent workers (less than 5 years of work in the organization) and the elder ones (more than 21 years of work) presented the higher scores in organizational commitment. Finally, the results not only hold for the reliability of the research model, but they also show that climate/culture support dimension and HR training are the factors that contribute the most to workers organizational commitment.

Tese de doutoramento em Ciências Empresariais (ramo de conhecimento em Organização e Politicas Empresariais), Desde os seus primórdios, a investigação, a prática e o ensino em gestão têm sido vigorosamente associados aos contributos provenientes dos Estados Unidos. A sua influência é evidente em vários países menos desenvolvidos nesse domínio, inclusive ao nível Europeu. Neste processo de apropriação dos modelos de gestão produzidos noutras paisagens nacionais é frequentemente referido o risco de adopção acrítica e descontextualizada, prejudicial à sua implementação e ao seu desempenho. Tal linha de actuação parece convidar, ainda, a uma adesão mais retórica do que real, sendo usual a literatura em gestão sublinhar fossos entre discurso e acção. Esta situação mostra-se especialmente comum e grave quando referente à gestão de pessoas, o recurso organizacional mais dependente do contexto. Em particular, a gestão das diferenças humanas no local de trabalho, premente na actual “aldeia global”, constitui uma arena facilmente influenciada pelos contributos norte-americanos, atendendo à tradição e ao desenvolvimento ímpares que tem colhido nesse país. O leque de considerações referido conduziu ao presente estudo, cujos objectivos centrais residem na análise e reflexão (i) dos discursos e práticas de gestão da diferença ostentados e aplicados pelas empresas em Portugal e (ii) respectivo grau de convergência, bem como (iii) da medida de adopção (a)crítica dos modelos norte-americanos. Nessa senda, foram analisados os conteúdos dos websites das empresas mais proeminentes em Portugal, nomeadamente os respectivos discursos de igualdade e/ou diversidade. Os dados apontam para comportamentos discursivos distintos consoante a nacionalidade do controlo de capital (português vs. estrangeiro) e o público alvo do website (local vs. global). Enquanto a retórica de igualdade e não-discriminação, incrustada no domínio da responsabilidade social, é sobretudo detectada junto das empresas de controlo de capital nacional, a retórica de valorização e fomento da diversidade pontua os discursos das empresas de controlo de capital estrangeiro. Adicionalmente, os textos revelam-se mais generosos e exuberantes quando oferecidos ao público global. Estes resultados realçam o papel das empresas mais internacionais na disseminação global dos modelos de gestão e sugerem a convicção da gestão local na débil significância que a problemática da diferença usufrui junto dos stakeholders e da sociedade portuguesa. Com o objectivo de aclarar o impacto de tais discursos na prática quotidiana, foram estudadas seis empresas cujos websites exibem conteúdos de igualdade e/ou diversidade (duas empresas de controlo de capital nacional e quatro empresas de controlo de capital estrangeiro). Os dados produzidos por estes estudos de caso (e obtidos mediante as técnicas de entrevista semiestruturada, observação directa e análise documental) revelam o convívio entre tímidas práticas de gestão da diferença no local de trabalho e discursos mais vibrantes, sobretudo desenhados para consumo externo. Embora pareça precipitado concluir por hipocrisia organizacional, estes episódios, mais ou menos significativos, de desfasamento retórica/realidade desafiam o objectivo central de construção ou reforço da boa imagem corporativa, subjacente à exibição de tais discursos de igualdade e diversidade. Outras mais-valias atribuídas pela literatura em gestão da diversidade à presença de uma força de trabalho heterogénea mostram-se ainda menos alcançáveis junto deste leque de empresas. Com base nos resultados do estudo, são realçados aspectos que parecem caracterizar um estilo português de gestão da diferença, apresentadas sugestões para o desenvolvimento de discursos e práticas de diversidade mais ajustados ao contexto nacional e ao momento actual, e esboçado um modelo teórico alusivo aos possíveis comportamentos de importação dos contributos de gestão estrangeiros, nas dimensões discursiva e prática., Since its early days, management research and practice in Europe have been strongly influenced by the U.S. approaches. The appropriation, often uncritical and unadjusted to the local context of management models originated in other national landscapes raises important questions and may invite to a more rhetorical than real adoption of such models. The management literature has identified significant gaps between discourse and action that may have detrimental effects when it comes to managing people, the most unpredictable and contextual resource. Particularly, the management of difference at the workplace in countries like Portugal is strongly influenced by the long U.S. tradition in matters of equal opportunities and diversity. This study aims to examine issues such as: (i) the content and variety of discourses and practices of managing difference in companies operating in Portugal and (ii) their un(critical) adoption of U.S. models. In this research journey, the websites of the most prominent companies operating in Portugal were content analysed, namely their references to equality and/or diversity issues. The data revealed distinct discursive patterns according to the nationality of the company’s ownership control (Portuguese vs. foreigner) and the website’s target audience (local vs. global). While the equality and non-discrimination rhetoric, often presented as a matter of social responsibility, is mainly found among the companies of Portuguese ownership control, the valuing and promoting diversity rhetoric seems to prevail in the websites of the companies of foreign ownership control. Moreover, the texts are richer and more exuberant when offered to the global audience. These results stress the contribution of the more international companies to the global diffusion of management models and suggest that local managers are convinced that Portuguese stakeholders and society are neither familiar nor concerned with issues of difference. To shed some more light on these issues and clarify the impact of such discourses on the current management practices, six case studies were conducted among companies with websites with sameness and difference contents (two companies of Portuguese ownership control and four companies of foreign ownership control). The data were collected through semi-structured interviews, field observation and document analysis. The findings indicate some management diversity initiatives with the more vibrant equality and diversity discourses mainly designed to the external audience. Some evidence of divergence between rhetoric and reality was identified. Such a divergence may undermine the development of positive corporate images while failing to benefit from the contribution of a heterogeneous workforce. This study draws conclusions about what could be described as the Portuguese style of managing diversity and presents some suggestions about the effective adoption of diversity practices and discourses more adjusted to the Portuguese context. A contribution is also made to the development of a theoretical model of the adoption of alien management knowledge, in both discursive and practical dimensions.

В статті здійснено аналіз сучасних підходів до розуміння соціальної відповідальності. Йдеться, насамперед, про етику соціальної відповідальності, запропоновану Г. Йонасом. Соціальна відповідальність є теоретичною основою соціального аудиту, тому будь-які нові досягнення в цій галузі повинні знайти своє відображення в концепції соціального аудиту. Modern approaches to understanding social responsibility are analyzed in the article. First and foremost, the article concerns ethics of social responsibility suggested by H. Jonas. Social responsibility is the theoretical basis of social audit, that’s why any new achievements in this sphere must be represented in the conception of social audit. В статье осуществлен анализ современных подходов к пониманию социальной ответственности. Прежде всего, речь идет об этике социальной ответственности Г. Йонаса. Социальная ответственность является теоретической основой социального аудита, поэтому какие-либо новые достижения в этой сфере должны найти свое отображение в концепции социального аудита.