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The Corporation Study Guide
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Who's Who in The Corporation
Discussion Questions: Business
Since its primary focus is on the activities of corporations, this documentary is a natural fit for many business courses. It provides a perspective that is not predominant in the business literature, and, as such, can provide a jumping-off point for business students to challenge conventional thinking. The discussion questions in this guide are structured to stimulate critical thinking about controversial issues. They encourage students to take a position on a particular subject, and to seek out evidence in the film, in their course readings, and from their personal experience to justify their positions. In this way, students explore conflicting perspectives and beliefs, leading to a richer understanding of the issues that face business professionals. Though this guide groups questions into three subjects (accounting, marketing, and business leadership), these questions can be adapted and used in other business subjects.
Questions
Accounting Questions
(also refer to discussion questions in the Law section of this study guide)
1
Some suggest that there has been an explosion of financial irregularity in recent years.
  • Do you agree or disagree that this is the case? Provide specific examples or data.
  • What might The Corporation suggest as some of the reasons for financial irregularity?
  • Have the authorities been diligent in addressing these problems? Cite the film and your course readings in your response.
Chapter Chapter Title Scene Reference
3 A Legal “Person” 10:10:52:28
7 Monstrous Obligations 10:41:19:00
8 Mindset 10:46:52:15
22 Charter Revocation 12:40:31:15
2
Accounting processes are criticized by some for ignoring human and environmental factors of doing business, focusing only on finances. “Triple bottom line accounting” addresses some of the concerns raised in The Corporation. Though not widely used by investors, it serves the purpose of basing a corporation’s performance on more than just finances.
  • What are some of the obstacles for widespread use of “triple bottom line” accounting? What factors might increase its acceptance?
  • What would be the impacts on external stakeholders and society at large if such a practice was to be used by all corporations?
  • How would the legal definition of the corporation have to change to embrace this form of accounting?
  • How do you suppose the makers of the documentary might respond to a “triple bottom line” system?
Chapter Chapter Title Scene Reference
3 A Legal “Person” 10:10:52:28
7 Monstrous Obligations 10:41:19:00
8 Mindset 10:46:52:15
22 Charter Revocation 12:40:31:15
3
McPhail (2001) suggests that accounting students are subjected to a form of propaganda that, while providing students with technical skills to “do” accounting, also convey subtle values in a way that ignores critical thinking, discourages questions, and disregards the broader social context in which the accounting profession operates. As such, he argues that students accept certain values common to the profession at the unconscious level through course delivery.
  • Based on your experience as a student of business, how might McPhail’s criticisms of accounting education contribute to the psychopathic characteristics of corporations portrayed in the documentary?
  • Do you agree or disagree with McPhail’s account of the problems with accounting education in light of watching The Corporation? Why or why not?
  • What sorts of changes to accounting education would have to take place in order to address the concerns made evident in the documentary?
Chapter Chapter Title Scene Reference
7 Monstrous Obligations 10:41:19:00
8 Mindset 10:46:52:15
22 Charter Revocation 12:40:31:15
Marketing Questions
(also refer to business ethics questions in the Philosophy section of this study guide)
4
In the film, the “personalities” that people associate with various brands are described.
  • What role does this embodiment of human traits in brands serve as reported in your course readings and/or Aaker & Joachimsthaler (2000)? To what degree is this effective? What does the film suggest is problematic about it?
  • Do you agree with Naomi Klein’s statement in the film that branding is a form of production, not advertising? Explain.
Chapter Chapter Title Scene Reference
3 A Legal “Person” 10:10:52:28
4 Externalities 10:15:56:00
14 A Private Celebration 11:18:01:28
5
In the film, Naomi Klein talks about corporations taking over public spaces, displaying advertising so that areas conducive to business are created. Sports complexes, schools, parks, and public transportation have been transformed into venues for advertising. This, she suggests, is extremely invasive.
  • Describe the argument in the film against advertising and other commercial activity in public spaces.
  • Is this unethical and/or an invasion of privacy? Why or why not?
Chapter Chapter Title Scene Reference
14 A Private Celebration 11:18:01:28
6
In the film, Noam Chomsky grimly suggests that the system makes “people into mindless consumers of things they do not want.”
  • What, if any, evidence or situations does the film use to illustrate this?
  • Take a position of agreement or disagreement with Chomsky’s statement and defend it, referring to the film and to your course readings in your response.
Chapter Chapter Title Scene Reference
11 Basic Training 11:03:15:19
12 Perception Management 11:12:40:03
15 Triumph of the Shill 11:21:42:12
7
The film addresses the issue of stealth marketing, such as leaving empty boxes of a delivery company outside of an apartment complex or people discussing the latest hip album and mentioning where they got it from and implies that it poses an ethical issue.
  • To what extent is this practice actually used in the US?
  • On what grounds are opponents of stealth marketing making their claim?
  • How does the treatment of stealth marketing in your course readings differ from the way it is presented in the film?
  • Describe your opinion on the matter of stealth marketing. Justify your position using examples and sound reasoning.
Chapter Chapter Title Scene Reference
15 Triumph of the Shill 11:21:42:12
8
In the film, Vice President of Initiative Media Lucy Hughes describes marketing to children as a seemingly harmless “game.” What are some of the reasons that corporations want to market to children suggested by the film? What reasoning does the film use to challenge the ethics of marketing to children?
Chapter Chapter Title Scene Reference
11 Basic Training 11:03:15:19
Management/Leadership Questions
(also refer to business ethics questions in the Philosophy section of this study guide)
9
According to individuals interviewed in The Corporation, the problem is with the corporations themselves, not necessarily with the people who run them. What evidence does the film use to make this point? Do you agree or disagree? Explain using examples from the film and your course readings.
Chapter Chapter Title Scene Reference
3 A Legal “Person” 10:10:52:28
4 Externalities 10:15:56:00
6 The Pathology of Commerce 10:40:30:06
7 Monstrous Obligations 10:41:19:08
8 Mindset 10:46:52:15
12 Perception Management 11:12:40:03
10
A generation ago in the US, there was a belief that corporate jobs provided benefits, job security, above average salaries, and that corporations were pillars of the community.
  • How does the portrayal of modern corporations in The Corporation differ from this notion?
  • Do corporations have any responsibility to live up to such ideals? Do you think that these beliefs were accurate a generation ago? Use examples from the film in your response.
  • How do the actions or practices of competitors affect the ideal of the corporation as a pillar of the community?
Chapter Chapter Title Scene Reference
6 The Pathology of Commerce 10:40:30:06
7 Monstrous Obligations 10:41:19:08
8 Mindset 10:46:52:15
10 Boundary Issues 10:56:36:18
12 Perception Management 11:12:40:03
13 A Good Neighbor 11:14:57:27
15 Triumph of the Shill 11:21:42:12
18 Expansion Plan 12:16:08:01
19 Taking the Right Side 12:20:09:18
11
The documentary suggests that government regulation of corporations is a better approach to corporate power than relying on “corporate responsibility.” Economist Milton Friedman suggests in the film that social responsibility is not corporations’ area of expertise, nor is it democratic for them to decide. First, say a few words about why you think the corporate social responsibility approach is so limited. Respond to the argument that after consumer movements of the 1960s, corporations had more success in their lobbying in Washington.
Chapter Chapter Title Scene Reference
4 Externalities 10:15:56:00
6 The Pathology of Commerce 10:40:30:06
7 Monstrous Obligations 10:41:19:08
8 Mindset 10:46:52:15
10 Boundary Issues 10:56:36:18
12 Perception Management 11:12:40:03
13 A Good Neighbor 11:14:57:27
15 Triumph of the Shill 11:21:42:12
17 Unsettling Accounts 12:05:09:11
19 Taking the Right Side 12:20:09:18
20 Hostile Takeover 12:26:35:11
21 Democracy Ltd. 12:29:18:06
12
One of the fundamental messages in the film is that corporations are irresponsible because in an attempt to satisfy corporate goals, everyone else is put at risk.
  • Summarize three examples the film uses to make this claim.
  • Describe the extent to which your course readings address issues of public or community risks, such as those portrayed in the film.
  • What can be done to prepare managers and leaders to think about these issues?
Chapter Chapter Title Scene Reference
3 A Legal “Person” 10:10:52:28
4 Externalities 10:15:56:00
6 The Pathology of Commerce 10:40:30:06
7 Monstrous Obligations 10:41:19:08
8 Mindset 10:46:52:15
10 Boundary Issues 10:56:36:18
12 Perception Management 11:12:40:03
13 A Good Neighbor 11:14:57:27
18 Expansion Plan 12:16:08:01
20 Hostile Takeover 12:26:35:11
13
One review of The Corporation states that the film is an “an attempt to demonize the fundamental component of the successful US free enterprise system – namely, the corporate entity. Now why would these people want to demonize the very entity which is providing them with both personal wealth and legal ownership over their very own creative ideas and efforts?” (www.mensnewsdaily.com, “The Myth of the Sociopathic Corporation” by Steve Hernan, July 31, 2004).
  • Respond to this statement, using examples from the film.
  • Some argue that corporations are demonized only because they poorly promote the benefits that they bring to individuals and communities, and that films like The Corporation prey on this. Comment on this position based on your course readings and your personal knowledge.
Chapter Chapter Title Scene Reference
3 A Legal “Person” 10:10:52:28
4 Externalities 10:15:56:00
Case Histories:
5 1. Harm to Workers: Sweatshops 10:18:08:23
5 2. Harm To Human Health: Synthetic Chemicals 10:24:52:19
5 3. Harm to Animals: rBGH=RBST=Posilac 10:29:06:00
5 4. Harm to Biosphere: Corporate Paradigm 10:33:16:12
6 The Pathology of Commerce 10:40:30:06
7 Monstrous Obligations 10:41:19:08
8 Mindset 10:46:52:15
10 Boundary Issues 10:56:36:18
12 Perception Management 11:12:40:03
13 A Good Neighbor 11:14:57:27
16 Advancing the Front 12:00:00:00
17 Unsettling Accounts 12:05:09:11
18 Expansion Plan 12:16:08:01
20 Hostile Takeover 12:26:35:11
© Megan Boler, Trevor Norris & Laura Pinto, 2004 | site credits | The Corporation, A Zeitgeist Films Release