To take an inventory of the social-related practices by Brazilian entrepreneurs is the aim of this article, whose empirical source is the social reporting of a big company in the metropolitan area of Porto Alegre/RS. The central and transverse hypothesis of the analysis is that the corporate social responsibility does not present any new logic or practice, but it only repeats old assisting practices as a strategy both to attract the working force and to spread and legitimate the company's brand.
Corporate social responsibility; Activists' social action; Social reporting
