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mso-ascii-font-family:Arial; mso-hansi-font-family:Arial; font-weight:bold; mso-bidi-font-weight:normal;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoBodyText"><span>Resumo</span></p> <p class="MsoBodyText"><span style="font-weight: normal;">O presente estudo foi conduzido com o objetivo de investigar, nos discursos organizacionais, vínculos capazes de evidenciar relações de poder entre as ações sociais desenvolvidas e implementadas por organizações privadas pela via da Responsabilidade Social Empresarial (RSE) e processos de atribuição de legitimidade ao papel social do empresário. A uma revisão bibliográfica focada na compreensão histórica do compromisso social do empresário e na correspondente construção discursiva da instância do poder para legitimação deste papel, segue-se uma aplicação de análise do discurso, por meio da qual se procurou indícios da reprodução desta forma peculiar de discurso organizacional em duas publicações de grande circulação, ao longo de mais de dois anos. Os 38 discursos construídos pelos porta-vozes de alguns dos maiores grupos empresariais brasileiros e por formadores de opinião no meio empresarial trazem fortes indicativos de que a construção discursiva da RSE vem se configurando como fundamental para este processo de legitimação.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;"> </span></p> <p class="MsoBodyText"><span style="font-weight: normal;">Palavras-chave: Análise de Discurso, Discursos Organizacionais, Responsabilidade Social Empresarial.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;"> </span></p> <p class="MsoBodyText"><span lang="EN-US">Abstract</span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: " lang="EN-US">The purpose of this paper is to identify and discuss the power´s relations between social actions implemented by private organizations within Corporate Social Responsibility and the attribution legitimate process to the businessman´s social role. Grounded in the Structuralism Theory, developed by Anthony Giddens, this study relied upon the discourse analysis method and spotlighted the organizational discourses published on two business publications.</span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: " lang="EN-US"> </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: " lang="EN-US">Key Words:<strong> </strong></span><span style="font-family: " lang="EN-US">Corporate Social Responsibility, Discourse Analysis, Organizational Discourse.</span></p>
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