The construction of organizational identity: discourses on a Brazilian private railroad
AUTOR(ES)
Souza, Mariana Mayumi Pereira de, Carrieri, Alexandre de Pádua, Faria, Antônio Augusto Moreira de
FONTE
BAR - Brazilian Administration Review
DATA DE PUBLICAÇÃO
2008-09
RESUMO
Considering the current organizational macro-environments, we notice that competitors have become more aggressive. At the same time, some stakeholders are expecting more from organizations in relation to social and environmental issues. Therefore, in order to survive in this context, it is crucial for organizations to know better their identity, which is projected by different means of communication to its internal members and external public. In this scenario, the aim of this paper is to analyze the projected organizational identity of a recently privatized Brazilian railroad. We studied the construction and transformation process of this organizational identity through two different discourses: that of the high-level manager and that of the trade union. In addition, two Discourse Analysis elements were used: the persuasion strategies and the discursive images. These elements were very useful in order to apprehend the ideological background of the discourses and the organizational identity projected. In the end, we concluded that the identity projection process occurs in a very diverse, contradictory and interactive way.
Documentos Relacionados
- Organizational culture and discourses: a case of change in a brazilian public organization
- Discursos identitarios em torno da musica popular brasileira
- Representação e identidade: uma análise de discurso de professores de inglês de escolas de idiomas
- Productive restructuring, professional education and identity: the factory school project and the identity construction of young workers
- A European research identity: A talk with Philippe Busquin, Commissioner for Research of the European Commission