Coaching services: A critical analysis of its discursive aspects and spread in Brazil

• Autor(a) principal: Salles, Wagner
• Data de Publicação: 2019
• Outros Autores: Vieira, Fernando de Oliveira, Souza, Márcio Santos, Barros, Sérgio Ricardo da Silveira
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Gestão e sociedade
• Texto Completo: https://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/2972
• topic: Coaching; Human development; Organizational seduction; Organizational spirituality; Coaching; Desenvolvimento humano; Sedução organizacional; Espiritualidade organizacional

On the corporate context which learning is emphasized, coaching becomes a central tool for human development, in the search for a professional profile of quick results. On this scenario, this study investigates how the human development proposals inherent to the coaching process, spread in Brazil, are positioned. From a theoretical basis on the concepts of coaching, organizational spirituality and organizational seduction, the research examined the discourse assumed in 148 texts and 2 training entities. Through a documentary analysis and a content analysis (words, sentence constructions and construction of the semantic network), the results point out that in the analyzed sources there is an immoderated emphasis on subjective aspects, configuring a possible scenario of subjectivity sequestration, which emerges in various means, such as psychological control, shared collective imagery, dominant ideology and conditioned power.