The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/539 |
Resumo: | The debate about the use of metaphors in the organizational context in the last decades has not been exhausted, especially in discourse studies. Inserting itself in this discussion, the present essay problematizes the anachronistic dimension in the use of metaphors in the field of management. From a hermeneutic-critical perspective, we argue that the use of metaphors in managerial literature sometimes reflects a utilitarian and anachronistic distortion of the contexts originating in metaphorical symbolic forms. In this sense, the strategic use of language can inhibit the interpretive autonomy of individuals, that is, colonize their interpretive horizons by the persuasive induction of simplistic and utilitarian worldviews about organizational reality. We use the essay form as a method, and we rely theoretically on Alvesson’s critical approach, on the hermeneutics by Gadamer and Ricoeur, and on Habermas’ Critical Theory. We illustrate our argument by recurring use of the work “The Art of War” as a metaphor for managerial practice. |
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The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on businessA Instrumentalização de Metáforas no Campo do Management: Reflexões a Partir do Uso da Obra “A Arte da Guerra” na Área de NegóciosMetaphorCritical HermeneuticsHistoryManagement LanguageArt of WarMetáforaHermenêutica CríticaHistória; Linguagem do ManagementArte da GuerraThe debate about the use of metaphors in the organizational context in the last decades has not been exhausted, especially in discourse studies. Inserting itself in this discussion, the present essay problematizes the anachronistic dimension in the use of metaphors in the field of management. From a hermeneutic-critical perspective, we argue that the use of metaphors in managerial literature sometimes reflects a utilitarian and anachronistic distortion of the contexts originating in metaphorical symbolic forms. In this sense, the strategic use of language can inhibit the interpretive autonomy of individuals, that is, colonize their interpretive horizons by the persuasive induction of simplistic and utilitarian worldviews about organizational reality. We use the essay form as a method, and we rely theoretically on Alvesson’s critical approach, on the hermeneutics by Gadamer and Ricoeur, and on Habermas’ Critical Theory. We illustrate our argument by recurring use of the work “The Art of War” as a metaphor for managerial practice.O debate sobre o uso das metáforas no contexto organizacional nas últimas décadas ainda não se encontra esgotado, especialmente nos estudos sobre discurso. Inserindo-se nessa discussão, o presente ensaio problematiza a dimensão anacrônica no uso de metáforas no campo do management. A partir de uma visada hermenêutico-crítica, argumentamos que o uso de metáforas na literatura gerencialista por vezes reflete uma distorção utilitária e anacrônica dos contextos originários das formas simbólicas metaforizadas. Nesse sentido, o uso estratégico da linguagem pode inibir a autonomia interpretativa dos sujeitos, ou seja, colonizando seus horizontes interpretativos pela indução persuasiva de visões de mundo simplistas e utilitárias sobre a realidade organizacional. Utilizamos a forma ensaística como método e nos amparamos teoricamente na abordagem crítica de Alvesson, nas hermenêuticas de Gadamer e Ricoeur, e na Teoria Crítica de Habermas. Ilustramos nosso argumento através do uso recorrente da obra “A Arte da Guerra” como metáfora para prática gerencial.FUCAPE Business Shool2019-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/53910.15728/bbr.2019.16.5.1Brazilian Business Review; Vol. 16 No. 5 (2019): September to October 2019; 416-430Brazilian Business Review; v. 16 n. 5 (2019): Setembro a Outubro de 2019; 416-4301808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/539/820http://www.bbronline.com.br/index.php/bbr/article/view/539/821Copyright (c) 2019 Brazilian Business Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessLara, Luiz GustavoVizeu, FabioAlves, Elizeu Barroso 2019-10-23T18:16:56Zoai:ojs.pkp.sfu.ca:article/539Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2019-10-23T18:16:56BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business A Instrumentalização de Metáforas no Campo do Management: Reflexões a Partir do Uso da Obra “A Arte da Guerra” na Área de Negócios |
title |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business |
spellingShingle |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business Lara, Luiz Gustavo Metaphor Critical Hermeneutics History Management Language Art of War Metáfora Hermenêutica Crítica História; Linguagem do Management Arte da Guerra |
title_short |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business |
title_full |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business |
title_fullStr |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business |
title_full_unstemmed |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business |
title_sort |
The instrumentalization of metaphors in the management field: reflections from the use of the book "the art of war" on business |
author |
Lara, Luiz Gustavo |
author_facet |
Lara, Luiz Gustavo Vizeu, Fabio Alves, Elizeu Barroso |
author_role |
author |
author2 |
Vizeu, Fabio Alves, Elizeu Barroso |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Lara, Luiz Gustavo Vizeu, Fabio Alves, Elizeu Barroso |
dc.subject.por.fl_str_mv |
Metaphor Critical Hermeneutics History Management Language Art of War Metáfora Hermenêutica Crítica História; Linguagem do Management Arte da Guerra |
topic |
Metaphor Critical Hermeneutics History Management Language Art of War Metáfora Hermenêutica Crítica História; Linguagem do Management Arte da Guerra |
description |
The debate about the use of metaphors in the organizational context in the last decades has not been exhausted, especially in discourse studies. Inserting itself in this discussion, the present essay problematizes the anachronistic dimension in the use of metaphors in the field of management. From a hermeneutic-critical perspective, we argue that the use of metaphors in managerial literature sometimes reflects a utilitarian and anachronistic distortion of the contexts originating in metaphorical symbolic forms. In this sense, the strategic use of language can inhibit the interpretive autonomy of individuals, that is, colonize their interpretive horizons by the persuasive induction of simplistic and utilitarian worldviews about organizational reality. We use the essay form as a method, and we rely theoretically on Alvesson’s critical approach, on the hermeneutics by Gadamer and Ricoeur, and on Habermas’ Critical Theory. We illustrate our argument by recurring use of the work “The Art of War” as a metaphor for managerial practice. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/539 10.15728/bbr.2019.16.5.1 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/539 |
identifier_str_mv |
10.15728/bbr.2019.16.5.1 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/539/820 http://www.bbronline.com.br/index.php/bbr/article/view/539/821 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 16 No. 5 (2019): September to October 2019; 416-430 Brazilian Business Review; v. 16 n. 5 (2019): Setembro a Outubro de 2019; 416-430 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239144353792 |