| Summary: | <p class="IntResumoepalavras-chave"><span lang="EN-US">In research on CSR in Brazil and Argentina, we saw a huge disparity in the grass-roots of the theme in each country. The hypothesis, stemming from this article, is that the great success of the CSR movement in Brazil and its relatively weak development in Argentina is due to the presence of a hegemonic dispute - in observed dynamic communication - among some segments of business elites regarding the purpose of CSR, present in the Brazilian case and absent in Argentina. This article intends to discuss the concept of hegemonic dispute - highlighting conflict as a fundamental social relationship in the configuration of network topographies of movements to promote CSR in both countries. Such an understanding is essential for professionals and researchers working in the area of organizational communication.</span></p>
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