Jacquelaine Florindo Borges

Práticas de gestão e representações sociais do administrador: algum problema?

In this article we examine the social representations of Brazilian graduate students of Business Administration regarding situations in which ethics and competitiveness are paradoxically present. The aim of this study is to identify how the meaning, constructed by students, of what Administration is, as well as an organization, and the role of the administrator leads them towards certain symbolic positions concerning this paradox. This problematization is examined by means of the Social Representation Theory, as well as by Critical Management Education. Our study is qualitative in nature, and the methodological procedures used are: a word association test, a completion test for the analysis of five cases reported by the printed and televised media, and the construction of theme drawings. The results show that students have an ambiguous and contradictory symbolic position regarding not only the role of the administrator, but also the appropriate management practice in these situations.

O discurso das fundações corporativas: caminhos de uma "nova" filantropia?

Private social investment usually takes place through corporate foundations. This article analyzes how foundations shape a discourse to create a relationship with corporations and the society based on social responsibility. The discourse analysis method is used here to identify and understand how the company and the society are present in the discourse of six foundations. The analysis reveals that corporate foundations are not only the protagonists in the creation of social value, but they are also playing a strategic role in the company. This happens, fi rst, when these foundations dialogue with stakeholders, becoming a point of reference for the understanding of the necessities, interests and expectations of the society. Second, because they are an amplifi ed space for management, as the company is signifi cantly present in the discourse of foundations.

Aprecie com moderação: a identidade da organização como drama e atos de performance

The issue of what constitutes an organization’s identity has motivated productive dialogues in search of theory since the 1980s. In this study, the dialogue is between this literature and the concepts developed in the field of Anthropology of Performance. To illustrate a facilitating element of this dialogue, we present AmBev’s (a beverage company) identity construction process during a period when the rules of alcohol consumption were being challenged. Our analysis shows the relational nature of the organizational identity concept, a process with multiples and fluid interactions constructed in dramatic situations and by act of performance. Besides the issues that involve the essence of the concept – already present in the literature – we have added another one: ‘what or who are we becoming as an organization?’

Online Social Networks and the New Organizational Spaces

We analyzed the ‘virtuality’ of the social space and the boundaries of organizations from the emergence and dissemination of online social networking. The purpose is to identify how the use of social networks by 10 Brazilian companies enables the redefinition and expansion of organizational space. For the analysis of the data, we used the theory of social space of Lefebvre (2004), which defines three moments of space social production: the imagined space, the lived space and the perceived space. The methodological qualitative approach is done by document analysis from the websites of the companies. We show that the organizational space has new contours with the adoption of online social networks and we analyzed four spatial metaphors: the square, the museum, the temple and the market.

O “sagrado instituído” e os “deuses sonhados”: organização missionária e outras metáforas organizacionais

We analyzed the organizational images present in the imagination of 25 owner-managers of organizations that produce and/or sell religious articles of institutionalized religions: Catholic, Spiritualist, Evangelical and Umbanda. These organizations are located in four cities of the Triângulo Mineiro region. For the collection and analysis of data, we used the structured interview technique and the content analysis method. The research is based on interpretive ontology and epistemology. The theoretical approach is guided by sociology and history studies of the religions, and metaphor studies. In the results, we analyzed the missionary organization metaphor as a conglomerate of images of the organization and we explored the relationship between thought, language and the action modes of the sacred (God) on the profane (the organization and its management).

Representações do lucro no comércio de artigos religiosos: interpretações do sagrado e do profano no cotidiano das organizações [doi: 10.5329/RECADM.2014024]

Nos analisamos quais sao e de que modo sao produzidas as representacoes sociais do lucro no comercio de artigos religiosos. A analise foi orientada por uma abordagem interpretativista, a qual pressupoe que partilhar representacoes e uma maneira de partilhar uma ideia e, assim, afirmar uma identidade e o pertencimento a um grupo. Estudos no campo da psicologia social e nos campos da sociologia e da antropologia fundamentam a pesquisa. Nos aplicamos o metodo de analise de conteudo na analise de entrevistas realizadas com trinta comerciantes de artigos das religioes catolica, evangelicas, espirita, umbanda e candomble, de estabelecimentos localizados em quatro cidades. Os resultados mostram que o processo de geracao do conteudo representacional do lucro passa por diferentes defasagens: distorcoes, suplementacoes e subtracoes. Desse modo, essa representacao revela o seu carater pratico de ajuste do sujeito ao seu meio, de orientacao da acao e de interpretacao da experiencia e organizacao da conduta no contexto material, moral e simbolico. Palavras-Chave Representacoes Sociais; Simbolismo; Religiao; Imaginacao Sociopsicologica; Conduta Moral. PROFIT REPRESENTATIONS IN THE COMMERCIALIZATION OF RELIGIOUS PRODUCTS: INTERPRETATIONS OF THE SACRED AND PROFANE IN ORGANIZATIONS EVERYDAY ABSTRACT We analyze in this paper which and how social representations of profit are produced in the commercialization of religious products. The analysis is oriented by an interpretative approach, which presupposes that sharing representations is a way to share an idea, and, therefore, to affirm an identity and a belonging to a group. Studies in the fields of Social Psychology, Sociology, and Anthropology are the basis of this research. We used content analysis technique to analyze interviews with thirty organizations from the following religions: catholic, evangelic, spiritism, umbanda and candomble , located in four cities. Results show that the process of generation of profit representational content undergoes different discrepancies: distortions, supplementations, and subtractions. And, thus, this representation reveals its practical character of adjusting the subject to its surroundings, its orientation of action, and its interpretation of the experience and of conduct organization in material, moral and symbolic contexts. Keywords Social Representations; Symbolism; Religion; Sociopsychological Imagination; Moral Conduct.

Aprecie con moderación: la identidad de la organización como drama y actos de representación

The issue of what constitutes an organization’s identity has motivated productive dialogues in search of theory since the 1980s. In this study, the dialogue is between this literature and the concepts developed in the field of Anthropology of Performance. To illustrate a facilitating element of this dialogue, we present AmBev’s (a beverage company) identity construction process during a period when the rules of alcohol consumption were being challenged. Our analysis shows the relational nature of the organizational identity concept, a process with multiples and fluid interactions constructed in dramatic situations and by act of performance. Besides the issues that involve the essence of the concept – already present in the literature – we have added another one: ‘what or who are we becoming as an organization?’

Drink in moderation: the organization's identity as drama and act of performance

The issue of what constitutes an organization’s identity has motivated productive dialogues in search of theory since the 1980s. In this study, the dialogue is between this literature and the concepts developed in the field of Anthropology of Performance. To illustrate a facilitating element of this dialogue, we present AmBev’s (a beverage company) identity construction process during a period when the rules of alcohol consumption were being challenged. Our analysis shows the relational nature of the organizational identity concept, a process with multiples and fluid interactions constructed in dramatic situations and by act of performance. Besides the issues that involve the essence of the concept – already present in the literature – we have added another one: ‘what or who are we becoming as an organization?’

A construção do sentido e a retórica das empresas na web

The objective of this paper is to analyze how Brazilian companies make intentional use of language in their websites to influence the target publics perceptions, beliefs, feelings and actions, and how this discourse absorbs elements of social context. The self-descriptive statement analysis of the forty companies is conducted from a historical and critical perspective which considers discourse as a social practice. Rhetorical analysis and Critical Discourse Analysis presumptions - being the Internet a means of research - were used for gathering and analyzing the data. Results indicate how culture and power are present in the language of web companies. They also reveal that the virtual space is a new place for the construction of meaning, a place in which companies enlarge their symbolic borders and rhetorically build their legitimacy.