THE EXPRESSION OF THE JEITINHO BRASILEIRO IN INTERACTIONS VIA CALL CENTER / A EXPRESSÃO DO JEITINHO BRASILEIRO EM INTERAÇÕES VIA CALL CENTER

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

This work is about relationship between contemporaneous context of work, narrative and Brazilian cultural identity. The study revealed that the narrative realization in call center is one of the many linguistics ways where the Brazilian jeito can be expressed, a kind of cultural behavior that is conceived as a trace Brazilian cultural identity. The clients used the jeitinho so as to protect their requests or remove possible company barriers. Besides being a difficulty (or obstacle) surpass mechanism, the jeitinho is a verbal comportment style characterized by indirect strategies of persuasion that appeals to personal feelings. However, the call center, by its technologic, impersonal and inflexible nature, does not allow the success of jeitinho as a strategy. The impersonal logic of call center is incompatible with the personal logic of jeitinho. This confront result in emotional impacts on the client and does not fit itself in the Brazilian consumer marketing politic.

ASSUNTO(S)

cliente trabalho work client culture contexto narrative technology identidade cultura narrativa context tecnologia identity

ACESSO AO ARTIGO

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