University social responsibility, contemporary social agendas and the behavioral recondition consequent of these demands

Abstract

The purpose of this article was to discuss, as a theoreticalmethodological proposition, the idea that there is a need for behavioral renewal regarding the intervention practices of university social responsibility, within the framework of compensatory social policies. The understanding of social responsibility in Brazil has two directions: the first is to perceive it as a management strategy that is linked to the administrative theory. Its objectives become definitive and unquestionably for business administrative practice. These aim to offer an efficient, contemporary and adequate administrative tool to the human and market needs of our time. The second direction analyzes social responsibility, with regard to its political and social constitution, in general, by the Gramscian Marxist assumption that any and all social responsibility
politics is yet another attempt by the dominant bourgeoisie to establish consensus, coercion and control that strengthen the hegemony of capital and,
consequently, contribute to the neoliberal project. Methodologically, this is an eminently bibliographical discussion with small incursions to the empirical
and analytical data of the author’s dissertative research, which dealt with the same theme. The theoretical-methodological emphasis is on the imperative of
the behavioral renewal, and in this case, regulation, of the behavioral modes and behavior changes discussed by Nobert Elias (ELIAS, 1993 & ELIAS, 1994)
and the counteractings related to this process in contemporaneity. It is possible to perceive aspects that underlie the historical changes and the difficulty of printing a new behavioral logic, in which university social responsibility, as an attempt of compensatory social policy, has a logic of its own, a practice of deviation, a subversion of assumptions.