Innovation and sustainability discourse: the ethos constitution in an editorial of the magazine Dinheiro

• Autor(a) principal: Laruccia, Mauro Maia
• Data de Publicação: 2017
• Outros Autores: Martyniuk, Valdenise Leziér
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Intexto (Porto Alegre)
• Texto Completo: https://seer.ufrgs.br/index.php/intexto/article/view/65572
• topic: Análise de Discurso. Ethos. Discurso empresarial. Inovação. Sustentabilidade.; Discourse analysis. Ethos. Business discourse. Innovation. Sustainability.

The paper investigates the discursive constitution of the ethos and its contribution to the mobilization of the concepts of innovation and sustainability, at the same time that it addresses the performance of the authority of the ethos in the organization and operation of the business discourse. It is based on Discourse Analysis (DA) from the French line, in the ideas proposed by Maingueneau, who says that the subject enunciator is able to reveal an image of himself through indexes and linguistic-discursive mechanisms by establishing an interrelationship with his co-enunciator. The main objective of this communication is to examine the form of disclosure of the speaker’s ethos in an editorial, which focuses on innovation and sustainability - published in August 2011 and entitled "Social responsibility and the environment." We concluded that the ethos is a discourse of intentions rather than accomplishments or effective actions on sustainability and innovation.