The present thesis studies entrepreneurs social responsibility from the standpoint that their social intervention, instead of being a novelty, is anchored in a long tradition that stretches back to the beginnings of Brazil s industrial development. The different models of intervention developed in this tradition are here identified as incorporation and management control of the social question. Each model expresses the way capital-work relation was coped and the search for legitimacy of the accumulation process at the internal level of its productive force, on the one hand, and at the external level envolving increasingly all society, on the other hand. The reseach was lead in two major fronts: firstly, a documentary and litterary investigation sought to reconstruct the socio-historical path of the social actions of entrepreneurs. Secondly, it turned to the understanding of their forms of action in the face of new determinations of contemporary capitalism. While analyzing broader processes, this study focuses on a Brazilian multinational company which has today significant activity in the evolution of CSR, and whose history toured the different models of social intervention identified here. Considering our hypothesis that one of the basic structure of CSR is also to oppose the emergence of internal and external conflicts concerning the interests of capital, the study was guided by the identification of the outbreak contradiction between intervention and social conflict. Sources included many digital media available in internet, corporate websites and other email addresses, with emphasis on YouTube, considered as a way of audio-visual communication that has been giving visibility to the interests and living conditions of social groups and environmental systems affected and affected by the advance of generalized commodity production.