The term "social responsibility" appears to be a product of newly emergent affluent societies which arose from humble, pragmatic beginnings. There can be no doubt then that, in just that one sentence, one knows that this is primarily referring to the Singaporean context. The phrase is synonymous with the attitude, conduct and efforts based upon an obligation towards the betterment of society at large. It is very well utilized in the infotainment and corporate commercial circles, especially noticeable amongst the bigwigs of those industries. It is viewed by mega-corporations as a worthy behaviour to adopt in the course of championing all of their causes. While this goes well with the assurance and confidence paid back to the organisations involved, it insidiously gives birth to a sinister mentality among the well-intentioned practitioners. What is mostly unknown of, or worse, disavowed, by the protagonists of "social responsi...