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GESTÃO.Org : Revista Eletrônica de Gestão Organizacional. 2011;9(2):226-253


Journal Homepage

Journal Title: GESTÃO.Org : Revista Eletrônica de Gestão Organizacional

ISSN: 1679-1827 (Online)

Publisher: Universidade Federal de Pernambuco

Society/Institution: Universidade Federal de Pernambuco

LCC Subject Category: Social Sciences: Commerce: Business

Country of publisher: Brazil

Language of fulltext: Spanish, Portuguese, English

Full-text formats available: PDF



Helena Kuerten de Salles Uglione

Rebeca Moraes Ribeiro Barcellos

Rosimeri Carvalho Silva

Eloise Helena Livramento Dellagnelo


Double blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 48 weeks


Abstract | Full Text

Based on the centrality of the firms in the modern world, the discourse adopted by them can be an important route of penetration of market logic on solidarity field. Whereas the Critical Discourse Analysis aims to explore the relationship between the use of language and ideology, we appealed to this methodological support to deconstruct some organizationaldiscourse in order to verify the role of business in the naturalization process of expansion ofmarket logic to other social fields precisely in the field of cooperative actions. In this article, the intention was to analyze the textual dimension, deconstructing texts and seeking to reveal the ideational meanings contained in the speeches analyzed in order to understand the beliefs produced in the text. It is part of the corpus of the study the institutional discourse available in the sites of three companies. The analysis undertaken allow us to say that cooperative actions proposed by the companies are inextricably linked to the acquisition of products. Relations between people articulated as consumer relations show the consumer society of Bauman (2008), and accountability of the company by defining and implementing actions in solidarity refers to the company world as Solé (2004) discusses. Language as an instrument of power, is a medium capable of naturalizing ideas within society (Wodak, 2004).