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

• Main Authors: Ane Grasiele Gomes de Freitas, Maria Carmen Aires Gomes
• Format: Article
• Language: English
• Published: Pontifícia Universidade Católica de São Paulo 2011-07-01
• Series: The ESPecialist: Research in Language for Specific Purposes
• Subjects: corporate communication; social responsibility; identity; image
• Online Access: https://revistas.pucsp.br/index.php/esp/article/view/6191

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.