PHYGITAL LEADERSHIPS AND MANAGEMENT PRACTICES IN CORPORATE AND EDUCATIONAL ENVIRONMENTS IN THE BRAZILIAN REALITY

Abstract

Phygital leaderships are studied in the contemporary hybrid universe, marked by the use of digital media and tools, elevated to epistemes of the Human and Social Sciences. The objective is to contribute to the understanding of a system of relationships, resulting from the addition of a social element to activities carried out in digital contexts, through actions that e -leaderships allow to perform, in an individualized way. With the application of the deductive method, phygital leadership is understood in an interdisciplinary way, through the connection of sociocultural and cognition theories, in order to explain ways of thinking about the practice of management in corporate and academic environments, using the method of semi -structured interviews, carried out with 28 business and university leaders. The results obtained allow us to conclude that fictitious leaderships are presented as an innovative proposal in Brazil, but with relevant dissonances between the theory imported from Northern Hemisphere countries and Brazilian society, marked by historical diversities and inequalities, insufficiently addressed.