Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Cognitio (São Paulo. Online) |
Texto Completo: | https://revistas.pucsp.br/index.php/cognitiofilosofia/article/view/13226 |
Resumo: | Discourse from the standpoint of semiotics attempts to create an effect in the receptor of a specific text or message. In the case of corporate discourse, the language employed should create a positive image that depicts the corporation as being competent, ethical and transparent. In practice, however, the language used by business firms tends to conceal more than it reveals. Linguistic and semiotic analysis point out how communication produced in corporations is constructed on the surface for the purpose of transmitting an image of perfection, of heroism (as a manifestation of the John Wayne syndrome, the invincible “cowboy”) while, in the deep structure, the discourse reveals an authoritative, conservative and biased intertextuality.The purpose of this paper is to show how corporate discourse, in many instances, manipulates signs through the use of a narrative marked by semantic incoherence and stereotypes. This manipulation is articulated by the “technique” of silence with respect to essential aspects of the message content. The discourse attempts to mask what is essential, merely emphasizing details. But we know that God hides in the details. For semiotics the true meaning of discourse can be extracted from what is “small”: the “small” leads to what is “big”, according to a brilliant expression of Carlo Guinzberg, who points to the similarities among the discovery procedures employed by Freud, Sherlock Holmes and the art critic, Morelli. |
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Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic AnalysisDialogismo e Intertextualidade nas Comunicações Administrativas: Análise Lingüístico-semióticadialogismintertextualitylinguistic-semiotic analysisbusiness discoursedialogismointertextualidadeanálise lingüístico-semióticadiscurso empresarialDiscourse from the standpoint of semiotics attempts to create an effect in the receptor of a specific text or message. In the case of corporate discourse, the language employed should create a positive image that depicts the corporation as being competent, ethical and transparent. In practice, however, the language used by business firms tends to conceal more than it reveals. Linguistic and semiotic analysis point out how communication produced in corporations is constructed on the surface for the purpose of transmitting an image of perfection, of heroism (as a manifestation of the John Wayne syndrome, the invincible “cowboy”) while, in the deep structure, the discourse reveals an authoritative, conservative and biased intertextuality.The purpose of this paper is to show how corporate discourse, in many instances, manipulates signs through the use of a narrative marked by semantic incoherence and stereotypes. This manipulation is articulated by the “technique” of silence with respect to essential aspects of the message content. The discourse attempts to mask what is essential, merely emphasizing details. But we know that God hides in the details. For semiotics the true meaning of discourse can be extracted from what is “small”: the “small” leads to what is “big”, according to a brilliant expression of Carlo Guinzberg, who points to the similarities among the discovery procedures employed by Freud, Sherlock Holmes and the art critic, Morelli.O discurso, do ponto de vista semiótico, tem, basicamente, a função de criar um efeito no receptor da mensagem. No caso do discurso empresarial, o discurso deve criar uma imagem positiva, mostrando a empresa como uma organização competente, ética e transparente. Na prática, entretanto, o discurso empresarial funciona mais para “esconder” do que para “mostrar”. Com efeito, a análise semiótica e lingüística revela como o discurso empresarial é articulado, na estrutura de superfície, para transmitir uma imagem de perfeição e de heroísmo (como uma manifestação da síndrome de John Waine, o invencível cowboy), embora, na estrutura profunda, tal discurso contenha os pressupostos típicos de uma intertextualidade autoritária, conservadora e discriminatória.No presente artigo, nosso objetivo é demonstrar como, freqüentemente, o discurso empresarial manipula os signos, por meio de uma narrativa marcada por estereótipos e incoerências semânticas. Tal manipulação é articulada pela “técnica” do silêncio a respeito de aspectos essenciais do conteúdo da mensagem. O discurso procura, então, encobrir o essencial, dando ênfase a detalhes. Mas sabemos que Deus se esconde nos detalhes... Para a semiótica, a verdadeira significação do discurso pode ser extraída do “pequeno”: o “pequeno” conduz ao “grande”, segundo a brilhante expressão de Carlo Guinzburg, ao apontar as semelhanças entre os métodos de descoberta praticados por Freud, Sherlock Holmes e o crítico de pintura Morelli.Pontifícia Universidade Católica de São Paulo2013-01-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.pucsp.br/index.php/cognitiofilosofia/article/view/13226Cognitio: Revista de Filosofia; Vol. 4 No. 2 (2003); 9-17Cognitio: Revista de Filosofia; v. 4 n. 2 (2003); 9-172316-52781518-7187reponame:Cognitio (São Paulo. Online)instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPporhttps://revistas.pucsp.br/index.php/cognitiofilosofia/article/view/13226/9739Copyright (c) 2013 http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessBlikstein, Izidoro2024-07-01T13:09:31Zoai:ojs.pkp.sfu.ca:article/13226Revistahttps://revistas.pucsp.br/index.php/cognitiofilosofiaPRIhttps://revistas.pucsp.br/index.php/cognitiofilosofia/oairevcognitio@gmail.com2316-52781518-7187opendoar:2024-07-01T13:09:31Cognitio (São Paulo. Online) - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.none.fl_str_mv |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis Dialogismo e Intertextualidade nas Comunicações Administrativas: Análise Lingüístico-semiótica |
title |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis |
spellingShingle |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis Blikstein, Izidoro dialogism intertextuality linguistic-semiotic analysis business discourse dialogismo intertextualidade análise lingüístico-semiótica discurso empresarial |
title_short |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis |
title_full |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis |
title_fullStr |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis |
title_full_unstemmed |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis |
title_sort |
Dialogism and Intertextuality in Corporate Discourses: Linguistic-semiotic Analysis |
author |
Blikstein, Izidoro |
author_facet |
Blikstein, Izidoro |
author_role |
author |
dc.contributor.author.fl_str_mv |
Blikstein, Izidoro |
dc.subject.por.fl_str_mv |
dialogism intertextuality linguistic-semiotic analysis business discourse dialogismo intertextualidade análise lingüístico-semiótica discurso empresarial |
topic |
dialogism intertextuality linguistic-semiotic analysis business discourse dialogismo intertextualidade análise lingüístico-semiótica discurso empresarial |
description |
Discourse from the standpoint of semiotics attempts to create an effect in the receptor of a specific text or message. In the case of corporate discourse, the language employed should create a positive image that depicts the corporation as being competent, ethical and transparent. In practice, however, the language used by business firms tends to conceal more than it reveals. Linguistic and semiotic analysis point out how communication produced in corporations is constructed on the surface for the purpose of transmitting an image of perfection, of heroism (as a manifestation of the John Wayne syndrome, the invincible “cowboy”) while, in the deep structure, the discourse reveals an authoritative, conservative and biased intertextuality.The purpose of this paper is to show how corporate discourse, in many instances, manipulates signs through the use of a narrative marked by semantic incoherence and stereotypes. This manipulation is articulated by the “technique” of silence with respect to essential aspects of the message content. The discourse attempts to mask what is essential, merely emphasizing details. But we know that God hides in the details. For semiotics the true meaning of discourse can be extracted from what is “small”: the “small” leads to what is “big”, according to a brilliant expression of Carlo Guinzberg, who points to the similarities among the discovery procedures employed by Freud, Sherlock Holmes and the art critic, Morelli. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-01-11 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.pucsp.br/index.php/cognitiofilosofia/article/view/13226 |
url |
https://revistas.pucsp.br/index.php/cognitiofilosofia/article/view/13226 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.pucsp.br/index.php/cognitiofilosofia/article/view/13226/9739 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2013 http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2013 http://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Pontifícia Universidade Católica de São Paulo |
publisher.none.fl_str_mv |
Pontifícia Universidade Católica de São Paulo |
dc.source.none.fl_str_mv |
Cognitio: Revista de Filosofia; Vol. 4 No. 2 (2003); 9-17 Cognitio: Revista de Filosofia; v. 4 n. 2 (2003); 9-17 2316-5278 1518-7187 reponame:Cognitio (São Paulo. Online) instname:Pontifícia Universidade Católica de São Paulo (PUC-SP) instacron:PUC_SP |
instname_str |
Pontifícia Universidade Católica de São Paulo (PUC-SP) |
instacron_str |
PUC_SP |
institution |
PUC_SP |
reponame_str |
Cognitio (São Paulo. Online) |
collection |
Cognitio (São Paulo. Online) |
repository.name.fl_str_mv |
Cognitio (São Paulo. Online) - Pontifícia Universidade Católica de São Paulo (PUC-SP) |
repository.mail.fl_str_mv |
revcognitio@gmail.com |
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1803387420474867712 |