The 228 Incident stands as a profound scar in Taiwan's history, deeply influencing the collective memory across social, political, and cultural spheres. It also serves as a pivotal starting point for modern discussions on transitional justice and historical reconciliation.
Table of Contents
Why Does the 228 Incident Remain "Highly Controversial" in Taiwan?
What Is Corporate Social Responsibility (CSR)?
Definition and Core Principles
Challenges Faced by Corporations
Case Studies: How Companies Have Breached Social Responsibility Through Misguided Responses
McDonald's
Uniqlo
Pepsi
How to Appropriately Address Social Issues from a CSR Perspective?
Why Does the 228 Incident Remain "Highly Controversial" in Taiwan?
The intricate political and historical ties between Taiwan and China have blurred the lines of national, ethnic, and cultural identity, making it challenging for the 228 Incident to become a unified collective memory for all citizens.
Internationally, Taiwan's national status remains in limbo due to China's influence, leading to confusion or indifference regarding national identity. The lack of comprehensive political education further causes individuals to conflate political stances with historical and cultural identity. Consequently, the legacy and reflection on the 228 Incident lose the positive significance of transitional justice, becoming polarized issues rather than a shared national memory.
Over time, this history has been marginalized and stripped of context. The commemoration often coincides with public holidays, leading society to overlook this trauma. As a result, instances of corporate missteps, public relations crises, and misinterpretations recur annually.
What Is Corporate Social Responsibility (CSR)?
DefinitionCorporate Social Responsibility (CSR) refers to the obligations companies have toward society and the environment while pursuing profits. It's essentially a manifestation of corporate ethics.
In recent decades, global expectations for corporate responsibility have risen. With the awakening of civic consciousness, companies are increasingly expected to demonstrate transparency and moral integrity across various dimensions.
Core PrinciplesAccountability to Stakeholders
Companies should be answerable not only to shareholders but also to employees, consumers, society, and the environment.
Sustainable Development
While generating value, businesses should also prioritize environmental protection and social welfare, achieving a balance among economic, social, and environmental considerations.
Ethics and Transparency
Upholding high ethical standards and maintaining transparency in operations are crucial. Companies can convey their values through brand narratives.
Challenges Faced by CorporationsHistorically, CSR was viewed as an additional responsibility. Today, it's not only a focal point for shareholders but also a societal expectation and a core aspect of sustainable business development.
This presents a profound challenge:
When a company's operational regions, products, or brand image intersect with societal issues—or when brand activities coincide with significant events—how should a business demonstrate its commitment to social responsibility?
Case Studies: Missteps in Addressing Social Responsibility
In the past, many companies remained silent or handled sensitive social issues carelessly in their marketing strategies. This lack of responsibility toward transitional justice often led to public backlash and brand crises.
Misuse of Language and Commercialization of Painful HistorySome brands have conflated "commemoration" with "celebration," using overly casual language or linking the 228 Incident to product promotions. Such missteps not only reflect linguistic errors but also a profound misunderstanding of historical context and societal sentiments.
McDonald's
In 2018, during the 228 Memorial period, McDonald's launched a "Celebrate 228" campaign, sparking public outrage. The company swiftly apologized and withdrew the promotion.
The intent was to infuse a lighthearted atmosphere into their marketing. However, this approach overlooked the societal trauma associated with the 228 Incident, effectively commercializing history and revealing a lack of awareness regarding corporate social responsibility.
Inappropriate Handling of Historical ContextUniqlo
In 2015, Uniqlo released a T-shirt featuring designs linked to Japanese imperialism. This was perceived as a disregard for World War II history, especially concerning the sentiments of people in countries like China and South Korea, leading to widespread controversy.
Uniqlo subsequently withdrew the product and issued a public apology, pledging to reassess the brand's sensitivity toward history and culture.
This incident underscored that trivializing history can severely damage brand reputation, particularly when it touches unresolved societal wounds.
Misrepresentation of Social MovementsPepsi
Although not directly related to the 228 Incident or transitional justice, Pepsi's 2017 advertisement serves as a classic example of a misguided response.
The ad depicted a protest scene where celebrity Kendall Jenner offers a can of Pepsi, seemingly bridging the gap between the brand and social movements. Critics argued that it trivialized serious social protests (such as those advocating for racial equality), commercializing them without acknowledging the underlying issues.
The advertisement was retracted, and Pepsi publicly apologized, admitting to misjudgment in its approach. This highlights the necessity for companies to exercise caution and respect when engaging with social movements and sensitive topics.
How to Responsibly Address Social Issues from a CSR Perspective
Balancing immediate commercial interests with long-term social responsibility requires a proactive stance from companies, seizing the initiative rather than remaining passive or reactive.
The following principles can guide the formulation of statements and actions:
Understand History and Show SincerityDemonstrating comprehension is the first step toward respect.
Actively research the background of events and their current impact on society. If the company's history intersects with the event, it's essential to align the brand narrative accordingly.
Organize internal seminars or collaborate with experts to deepen understanding.
Avoid CommercializationCommemoration and reflection shouldn't be tools for marketing.
When addressing sensitive events, refrain from excessive commercialization. Using such themes for promotions is highly inappropriate.
If hosting brand activities, focus on "commemoration" rather than "celebration," emphasizing the promotion of historical reflection and awareness.
Action and Long-term CommitmentDemonstrate social responsibility.
Support Victim Compensation and Social Initiatives
Donations or short-term activities can build societal trust.
Collaborate with governmental bodies, NGOs, or victim groups to organize relevant events, integrating the brand's story and values.
Sponsor Commemorative Events or Cultural Preservation
Funding such initiatives showcases respect for history and a commitment to social responsibility.
Incorporate CSR into Corporate Culture
Embed social responsibility into the company's ethos, reflecting it in brand narratives and crisis management approaches.
Establish Internal Guidelines for Sensitive IssuesTo prevent misjudgments when handling delicate topics, companies should develop internal protocols:
Language Use
Clearly define appropriate and inappropriate terminology.
Promotion and Event Planning
Set standards for integrating historical commemorations with CSR, avoiding the commercialization of social events.
Education and Training
Regularly train employees on the company's commitment to social responsibility.
Internal Mechanisms
Create systems that encourage attention to social justice and advocacy for the marginalized, such as regular collaborations or anonymous feedback channels, fostering a culture of value-driven change.
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