在当代中国精英思想里,“慈善”已成为一个重要且打眼的词汇,相对企业而言,它的符号意义在于,慈善已成为企业社会责任的有效载体。从“非典”到汶川大地震,企业的慈善意识一点点被唤醒的背后是企业“社会公民”价值观的诉求。当这个语汇与财富、公众观念、社会责任等发生融合,它所承载的符号内容与意义被放大,更具张力。著名经济学家佛里德曼曾说, In the thinking of contemporary Chinese elites, “charity” has become an important and striking vocabulary. Relative to enterprises, its symbolic significance is that charity has become an effective carrier of corporate social responsibility. From the “SARS” to the Wenchuan Earthquake, the company’s charitable awareness has been awakened a little behind the appeal of the corporate “social citizen” values. When this vocabulary merges with wealth, public perceptions, and social responsibilities, the content and meaning of the symbols it carries are amplified and more intense. The famous economist Friedman once said,