Discurso empresarial: o house-organ como instrumento ideológico nas organizações
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Data
2009-05-06
Autores
Gatarossa, Angela Antonia Lopes Biudes [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O objetivo principal desta tese é o de mostrar como o discurso utilizado nos house-organs das empresas brasileiras é permeado por diversas estratégias discursivas que, promovidas pelo enunciador na direção de seus empregados, buscam atingir objetivos organizacionais. A base teórica utilizada ancora-se nas reflexões do Círculo de Bakhtin sobre signo, relações dialógicas, polifonia, gênero e cronótopo, além de considerar a contribuição de autores das áreas de administração, marketing e comunicação social. O corpus desta pesquisa constitui-se das 104 edições do house-organ “Garrafinha”, de uma franquia da Coca-Cola, no período de 1996 a 2005. O primeiro capítulo apresenta o gênero house-organ como uma ferramenta capaz de proporcionar a proximidade da empresa com os seus empregados, na tentativa de torná-los aliados na busca pelos seus interesses. Mostra, também, o vínculo do house-organ com o marketing por ser uma ferramenta de relações públicas direcionada ao público interno da empresa. Aborda, ainda, a sua importância estratégica, suas características, seu conteúdo e sua linguagem. Com base nas reflexões apresentadas, o segundo capítulo identifica e analisa as características do gênero house-organ, tal como são exploradas no Garrafinha. O terceiro capítulo analisa os discursos presentes no corpus à luz dos conceitos do Círculo de Bakhtin, enfocando os signos, as relações dialógicas e a polifonia. As análises destacam o uso discursivo que a empresa faz, principalmente, dos signos garrafinha, craque, jogo, time, casa, família e guerra, bem como das vozes da mídia, de especialistas, do mercado, entre outras, para a persuasão dos empregados. Com o conceito de exotopia são mostradas as estratégias discursivas por meio das quais a empresa se expõe e também revela seus empregados. A análise também identifica, nos discursos, seus valores...
The main aim with this doctor degree paper is to show how the discourse employed in ‘house organs’ of Brazilian companies is interposed by different discursive strategies which are generated by the employer to the employees, looking for reaching organizational targets. The theoretical basis is founded in the Bakhtin Circle on sign, dialogic relations, polyphony, gender and chronotopos, besides other authors in Administration, Marketing and Social Communication. The corpus of this research is based on 104 house-organ editions of ‘Garrafinha’, produced by a franchised Coca-Cola branch between 1996 and 2005. The first chapter introduces the house-organ as a tool capable of get employers and employees closer to each other searching for alliances between them. It also deals with the bonds between Marketing and the house-organ because it is a tool for the public relations directed to the company’s internal group. It touches the strategic importance, its characteristics, content and language. Based on the presented reflections, the second chapter identifies and analyses the characteristic house-organ gender, as explored in ‘Garrafinha’. The third chapter analyses the discourses present in the corpus under the concepts of Bakhtin Circle, focusing the signs, dialogic relations and polyphony. The analyses highlight the discursive use that the company employs, especially of signs like little bottle, excellent player, team, house, family and war, as well as the voices of the media, of experts, of market, among others, to persuade the employees. Using the concept of exotopia to detect the discursive strategies, by which the company gets exposed and it also reveals the employees. The analysis also identifies in discourses, the presumed values which are considered to be already known, common ones between company and employees, underlying to persuasion strategies... (Complete abstract click electronic access below)
The main aim with this doctor degree paper is to show how the discourse employed in ‘house organs’ of Brazilian companies is interposed by different discursive strategies which are generated by the employer to the employees, looking for reaching organizational targets. The theoretical basis is founded in the Bakhtin Circle on sign, dialogic relations, polyphony, gender and chronotopos, besides other authors in Administration, Marketing and Social Communication. The corpus of this research is based on 104 house-organ editions of ‘Garrafinha’, produced by a franchised Coca-Cola branch between 1996 and 2005. The first chapter introduces the house-organ as a tool capable of get employers and employees closer to each other searching for alliances between them. It also deals with the bonds between Marketing and the house-organ because it is a tool for the public relations directed to the company’s internal group. It touches the strategic importance, its characteristics, content and language. Based on the presented reflections, the second chapter identifies and analyses the characteristic house-organ gender, as explored in ‘Garrafinha’. The third chapter analyses the discourses present in the corpus under the concepts of Bakhtin Circle, focusing the signs, dialogic relations and polyphony. The analyses highlight the discursive use that the company employs, especially of signs like little bottle, excellent player, team, house, family and war, as well as the voices of the media, of experts, of market, among others, to persuade the employees. Using the concept of exotopia to detect the discursive strategies, by which the company gets exposed and it also reveals the employees. The analysis also identifies in discourses, the presumed values which are considered to be already known, common ones between company and employees, underlying to persuasion strategies... (Complete abstract click electronic access below)
Descrição
Palavras-chave
Linguística, Análise do discurso, Publicações empresariais, House-organ, Dialogic relations
Como citar
GATAROSSA, Angela Antonia Lopes Biudes. Discurso empresarial: o house-organ como instrumento ideológico nas organizações. 2009. 228 f. Tese (doutorado) - Universidade Estadual Paulista, Faculdade de Ciências e Letras de Araraquara, 2009.