Estratégias organizacionais de sustentabilidade e o contexto institucional: implicações a partir do discurso da mídia de negócios

• Autor(a) principal: Maes, Vanessa Bonfanti
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/3024
• topic: Mídia; Estratégia organizacional; Sustentabilidade; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The present paper has the aim of describing media discourses about organizational strategies of sustainability. Using a framework potentially articulated between the concepts of the organizational institutionalism and the elements that constitutes discourses, understands media as a main social actor that not only interferes in reality, but acts in resonance to socially accepted rules, contributing of the legitimacy of organizational action. In this sense, the study is theoretically justified for approaching the consideration of media as a relevant institutional actor for the constitution and diffusion of institutions. The research is descriptive since it expresses the media discourse with regard to organizational strategies of sustainability in the same way it is specified as organizational, under the assumption that the media expresses social resonance and, therefore, standards for organizational legitimacy. For that, a sampling of texts produced by mass media was made, focusing in the business magazine, here represented by Revista Exame, between the period of 1992 and 2013. This longitudinal cut refers to the beginning of movements about sustainability, landmarked by ECO-92, reaching the actual moment. Such texts passed, therefore, by an initial documental analysis from which general information was tabulated. So, the content analysis was initiated, whereby it was extracted frames divided in this dimensions: cause, solution, implication, evaluation, and prospect, that tells which are the media discourses about organizational strategies of sustainability portrayed in the period analyzed. Finally, an exploratory analysis was carried out, in order to make inferences from the data and the implication concerning the organizational reality. It was verified the media discourse of sustainability strategies is being formed in a continuous process of emergent discussions. The frames found out divide the texts in four groups with semantic similarity. The first frame refers to the understanding that organizations depend on people involved, evidencing the social responsibility of organizations. From 2005 on, the impact to environment and social pressure about the responsibility of organizations emerge. Texts involving the use of sustainability as a way of obtaining competitive advantage by means of marketing strategies form the third frame. The fourth frame is sustained in the concept known as ecoefficiency, idea that defends the optimizing of use and minimizing the cost of resources. Although such frames arise in distinct moments, they reflect thoughts of unrestricted time period, overlapping especially in the years of biggest volume of texts. These groupings form, therefore, a methodological division of ideas comprehension in which the time transitionelapses subtly. In fact, the media discourses not only reflect the institutional context, but take part in the building process of organizational sustainability strategies institutionalization. In this sense, it is observed that the media discourse works as social pressure capable of inserting the organizations into sustainability discussions, what implicates in higher entry by organizations in applying such strategies.