The place of the subjects: an analysis of the diversity of gender issue in Carrefour communication strategy

• Main Author: Karen Greco Soares
• Format: Article
• Language: Spanish
• Published: Centro Latino-Americano de Estudos em Cultura 2016-10-01
• Series: Revista Latino Americana de Estudos em Cultura e Sociedade
• Subjects: Comunicação, Diversidade de gênero, Organizações, Análise do discurso.
• Online Access: http://periodicos.claec.org/index.php/relacult/article/view/166

This study aims to understand how the discursive formation of the LGBT subject occurs on a communication strategy of the Carrefour multinational, the primer “               Valorizamos a diversidade”. Starting from bibliographical research about social communication as a space of dispute of senses), this study intends to approximate the area of public relations with the studies of gender, prospecting how this new strategies are part of a process of redefinition of communicative practices on organizations, which becomes to act towards the recognition of the gender issues. Through the methodological assumptions presented in Pêcheaux (1988), this study is also an exercise about the gender discourse analysis on the organizations. By this perspective, this process is understood as a symbolic change in the meanings that the organizations attribute to their strategies and also a place that benefits the recognition and visibility of the LGBT sociocultural group in those places.