Sistema de metáfora moral e cultura organizacional derivado de estudo de caso com informativos internos de empresa

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

A companys culture deeply influences the employees behavior and commitment; as a consequence, it also influences productiveness and financial results. In this scenery, the Internal Journal is a communication mean with the objective of disseminating the companys culture, its programs, among other information, linking direction and employees with other segments from the external public. The investigation object of this dissertation are Internal Journals of two multinational companies based in Caxias do Sul (South of Brazil), with a corpus constituted from discursive segments from editions made in 2003. To accomplish this study, in chapter one we discuss about Organizational Culture. In chapter two, we emphasize on the definition and characterization of the Business Journalism. Next, in chapter three we review the central aspects of the Idealized Cognitive Models Theory, focusing the Conceptual Metaphor Theory and, more specifically, the Moral Metaphor System and the Moral Accountability Metaphor. Chapter four is structured to present the research methodology and corpus analysis. In this space, we carry out a quantitative study about the journals structure on their subject options, highlighting the most frequent themes and the use of the graphic space. These data serve to determinate what are the discursive segments that are relevant for a posterior semantic (cognitive) analysis. As a result we could verify the Moral Metaphor System and the Moral Accountability Metaphor in fact help for the comprehension of these management models, which is different in each Journal. Quantitative and qualitative data from the corpus, by means of selection (47 in E1 and 107 in E2), allowed us to verify the presence of metaphors, elect and justify them, to base the analysis on the Moral Metaphor System and Moral Accountability Metaphor, what made possible to raise data and support a conclusion about our problem.

ASSUNTO(S)

moral metaphor system moral accountability metaphor jornalismo empresarial ciências sociais aplicadas organizational culture metáfora da contabilidade moral cultura organizacional business journalism sistema da metáfora moral

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