Positive Identity Construction: A Study of Discursive Strategies in an Organizational Newspaper

Authors

  • Ane Grasiele Gomes de Freitas Pós-graduação, Universidade Federal de Viçosa, Viçosa, Brasil
  • Maria Carmen Aires Gomes Universidade Federal de Viçosa, Viçosa, Brasil

Keywords:

corporate communication, social responsibility, identity, image

Abstract

This article discusses the dissemination of information based on social actions that value the corporate image. In this qualitative empirical study we analyzed discursive strategies for the dissemination of social practices in the external/internal newspaper from MV do Brasil, “Comunidade MV”,1 in search of positive identity construction. We used as analytical method presuppositions developed by discursive critical studies, mainly research into discourse genre (Bakhtin, 1997, Fairclough, 2001), technologizing (Fairclough, 1997) and value language (White, 2000). The results show that companies maintain incoherence between the discourse and the social exercise.

Author Biographies

Ane Grasiele Gomes de Freitas, Pós-graduação, Universidade Federal de Viçosa, Viçosa, Brasil

Ane Grasiele Gomes de Freitas is an Executive Secretary (Federal University of Viçosa, 2007). She works in the secretarial area, with emphasis on Organizational Communication related to the critical analysis of discourse, media and identity.

Maria Carmen Aires Gomes, Universidade Federal de Viçosa, Viçosa, Brasil

Maria Carmen Aires Gomes holds a degree in Letters from the Federal University of Ouro Preto, and an MA and a Ph.D. in Language Studies / Discourse Analysis from the Federal University of Minas Gerais. She is a professor at the Federal University of Viçosa and works mainly in the following areas: critical discourse analysis, discourse semantics, textual linguistics, ideology, discourse genre, media and identity.

Downloads

Issue

Vol. 29 No. 2 (2008)

Section

Papers

License

The authors grant the journal all copyrights relating to the published works. The concepts issued in signed articles are the absolute and exclusive responsibility of their authors.