Career, family, and the dialogics of subjection: the effective discourse in a popular business magazine

• Autor(a) principal: Oltramari, Andrea Poleto
• Data de Publicação: 2014
• Outros Autores: Friderichs, Bibiana de Paula, Grzybovski, Denize
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Cadernos EBAPE.BR
• Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/9630

There are a number of academic researches on issues related to management in popular business media that provide a view of the management model promoted nowadays. The purpose of this article is understanding, through the study of discursivity at the verbal and nonverbal  levels, how such management model, regarding the relations between career and family, reveals itself in the magazine Você S/A. The theoretical approach to the managerial model is that provided by Vicent de Gaujelac, for whom life principles are replaced by principles embodied through the rationale of the organization, making the subject ready to anything to succeed. The methodological support is constructed having the assumptions of Barthes’ semiology as a basis, by means of three a priori categories: discourse, stereotype, and myth. They are arranged in order to address discursivity, moving from their more concrete to their more abstract aspects, with the purpose to make the reading of our object easier. The results indicate that the main offer made to the reader is manifested through a series of prescriptions with regard to the solution of dilemmas related to family and/or career, whose decision in terms of priority, on the one hand, is up to the employee, and on the other hand, is already predetermined by the status of her/his subjection.