Environmental Discourses in Organizations: the Case of a Brazilian Mobile Telecommunications Company
Journal Title: BAR: Brazilian Administration Review - Year 2007, Vol 4, Issue 3
Abstract
This paper examines the discourse configurations on the environmental theme in business organizations and its relevance to the understanding of the inclusion of ecological discourses in the discourses of organizational members. A case study into a Brazilian telecommunications company offers empirical evidence. It begins with the understanding that organizations adopt several strategies in an attempt to disseminate a certain environmental discourse. As these efforts share space with other pressures, a fragmented discourse emerges. In this paper, the pressures of the environmental theme on organizations are discussed in order to understand this process. The second part of the argument focuses on the context of the case study – Brazilian organizations – and, afterwards, the third part deals with ecological discourses in their insertions in organizational interests. The data of the case study were collected through documental research and 40 semi-structured interviews. The analysis was applied based on Discourse Analysis. In conclusion, an ambiguous discourse configuration was shown that offer elements for the understanding that philanthropy, legal obligation and organizational competitiveness need to be used together to offer legitimacy to the theme of environmental responsibility in business organizations.
Authors and Affiliations
Carrieri, Alexandre de Pádua; Leite da Silva, Alfredo Rodrigues
Keywords
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