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Avatar CSR

Critics who tirelessly pan Avatar’s (2010) message as a recycled, retrospective Dance with Wolves-like’ (1990) analysis of the white man’s treatment of indigenous peoples miss the point. James Cameron is not simply creating a descriptive message of corporate social responsibility (CSR) but prescribes a call toward action to stop repeating the tactics from our collective past. He does not seek to hide the brutal treatment of the Na’vi at the hands of a commercially backed paramilitary brigade devoted ad nauseum to the profit motive. Parker Selfridge, the passive-aggressive head administrator of the Resources Development Administration (RDA) reveals Pandora’s bottom line:

This is why we’re here−unobtainium−because this little gray rock sells for twenty million a kilo. This pays for the whole party.

Jake Sully, the self-reflective ex-marine, resigns himself to his role among the Na’vi: a warrior dreaming he could bring peace. Sooner or later though, he has to “wake up.” Jake openly embraces the connection that the Na’vi have with their Pandora home and the contradictions between his own values and actions.

Giant transnational corporations (see Shell Petroleum and the Ogoni) who use the very same tactics portrayed in Avatar to placate their Boards and shareholders continue to threaten and harass indigenous peoples. Usually there is some nuanced benefit derived from the corporation and descriptive ‘diplomatic’ solutions do not wind up solely as public relations window dressing. However, Cameron’s not-so hidden, ought-not prescriptive message in Avatar is straightforward: the treatment of indigenous peoples for sake of the profit motive is unethical and needs to stop.