Consumo de discursos morais para a construção da reputação profissional: uma reflexão sobre valores de executivos do mundo corporativo

• Ano de defesa: 2020
• Autor(a) principal: Magri, Sheila Mihailenko Chaves
• Orientador(a): Peres-Neto, Luiz
• Banca de defesa: Carrascoza, João Luís Anzanello, Barros Filho, Clóvis de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação; consumo de discursos; ética corporativa; moralidades; reputação profissional
• Palavras-chave em Inglês: communication; discourse consumption; corporate ethics; morals; professional reputation
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/503

There is a dominant discursive circulation in the corporate market about ethics and values referred to professional reputation. Given to that, this research aims to understand how, corporate executives, who are immersed in the culture of consumption, judge, incorporate, reframe and reproduce discourses on moralities. The main objective of this work is to conduct a critical reflection about the communicative process of discursive consumption of moralities. We interviewed a group of 20 professionals who occupy managerial positions in the corporate world. We adopted the theoretical-methodological perspective of Critical Discourse Analysis, the CDA, as per Van Dijk’s (2012) guidelines. From the study of the interviewees’ professional context and mental models, we found that their speeches reproduce values of the neoliberal rationality (DARDOT, LAVAL, 2016). Their speeches also reflect aspects from the corporate ethics and companies’ reputation discourses. However, they also respond to an everyday ideology that is based on family authority principles and which is related to an ethics of honor (MORIN, 2017). We found that their professional reputation discourse is supported by a group of rules, connected to interests, desires, practices and conditions that compose a values template. We realize that the agents' trust on this values template is consumed to mask the reality as an illusion to maintain their belief in the ideology of competence (BOURDIEU 2012a, CHAUI, 2016). Based on Axel Honneth's (2003) ethics of recognition studies, we noticed that, for them, reputation is perceived as others recognition about their achievements. However, others’ judgments are formulated by a predominant system of esteem and, for that reason, reputation brings self-realization to the agents. Because of that, they present a discursive practice of self-valorization of their professional conduct, which is justified by the utilitarian ethics and by the logic of consumers society (BAUMAN, 2008). We identified that the moral reflection of the agents turns their intersubjective reflections to the reputation as a condition for a successful life linked to the results of the companies and not to the deepening of other issues such as: alterity, solidarity, collectivity and concern for the common good