O discurso empresarial institucional tem se mostrado bastante eficiente em sua tarefa legitimadora, consolidando novas formas de ver o mundo e atuar nele. O discurso empresarial institucional, aparentemente objetivo e homogêneo, constrói a si mesmo através de um bem articulado jogo polifônico, em que a voz de um locutor (L) - que representa a voz institucional - \"orquestra\" as demais vozes que surgem nos tetos de modo a abafar as que se opõem à direção argumentativa que L pretende impor. Tal direção argumentativa dá-se necessariamente no sentido de afirmar determinada ideologia. Considerando a importância que o discurso empresarial institucional assume nos dias de hoje, ao consolidar-se como um dos principais aliados de um capitalismo renovado, em que os discursos neoliberal, da privatização, globalização, qualidade e preservação do meio ambiente formam a base do pensamento econômico moderno, torna-se necessário compreender melhor sua dinâmica de produção, o que inclui desnudar as bases ideológicas que o sustentam. Desta forma, a partir de conceitos da pragmática, em particular da semântica argumentativa de Oswald Ducrot, são analisados neste trabalho textos institucionais de certa empresa privada para se verificar como as diferentes vozes se articulam e como desta articulação se legitima uma ideologia que cria, mantém e difunde significações. / Institutional business discourse has proved efficient in its legitimatory task of consolidating new worldviews and forms of acting in the world. In its apparent objectivity and homogeneity, institutional business discourse develops in a well articulated polyphonic game. In this game, the voice of a locator (L) - which represents the institutional voice - \"orchestrates\" the other voices that occur in the text in an attempt to erase those voices which move in an opposite direction relative to the argumentative orientation of the discourse. The argumentative direction of the discourse necessarily leads to the affirmation of a particular ideology. Institutional business discourse plays an important role nowadays, as one of the main allies of a renewed capitalism, which finds its basis in modern economic thinking informed by neoliberal discourse, the discourse of privatization, that of globalization, and those of standards of quality and preservation of the natural environment. Thus, it becomes necessary to better understand the conditions of its production, which presupposes unmasking the ideological basis that underlies institutional business discourse. On the basis of concepts derived from studies in the field of pragmatics, particularly those from Oswald Ducrot’s argumentative semantics, a number of institutional texts from certain private company were examined, with a view to investigating how the different voices featuring in such texts articulate with one another and by so doing legitimate an ideology that creates, maintains, and spreads particular types of meaning.

O discurso empresarial institucional tem se mostrado bastante eficiente em sua tarefa legitimadora, consolidando novas formas de ver o mundo e atuar nele. O discurso empresarial institucional, aparentemente objetivo e homogêneo, constrói a si mesmo através de um bem articulado jogo polifônico, em que a voz de um locutor (L) - que representa a voz institucional - \"orquestra\" as demais vozes que surgem nos tetos de modo a abafar as que se opõem à direção argumentativa que L pretende impor. Tal direção argumentativa dá-se necessariamente no sentido de afirmar determinada ideologia. Considerando a importância que o discurso empresarial institucional assume nos dias de hoje, ao consolidar-se como um dos principais aliados de um capitalismo renovado, em que os discursos neoliberal, da privatização, globalização, qualidade e preservação do meio ambiente formam a base do pensamento econômico moderno, torna-se necessário compreender melhor sua dinâmica de produção, o que inclui desnudar as bases ideológicas que o sustentam. Desta forma, a partir de conceitos da pragmática, em particular da semântica argumentativa de Oswald Ducrot, são analisados neste trabalho textos institucionais de certa empresa privada para se verificar como as diferentes vozes se articulam e como desta articulação se legitima uma ideologia que cria, mantém e difunde significações. / Institutional business discourse has proved efficient in its legitimatory task of consolidating new worldviews and forms of acting in the world. In its apparent objectivity and homogeneity, institutional business discourse develops in a well articulated polyphonic game. In this game, the voice of a locator (L) - which represents the institutional voice - \"orchestrates\" the other voices that occur in the text in an attempt to erase those voices which move in an opposite direction relative to the argumentative orientation of the discourse. The argumentative direction of the discourse necessarily leads to the affirmation of a particular ideology. Institutional business discourse plays an important role nowadays, as one of the main allies of a renewed capitalism, which finds its basis in modern economic thinking informed by neoliberal discourse, the discourse of privatization, that of globalization, and those of standards of quality and preservation of the natural environment. Thus, it becomes necessary to better understand the conditions of its production, which presupposes unmasking the ideological basis that underlies institutional business discourse. On the basis of concepts derived from studies in the field of pragmatics, particularly those from Oswald Ducrot’s argumentative semantics, a number of institutional texts from certain private company were examined, with a view to investigating how the different voices featuring in such texts articulate with one another and by so doing legitimate an ideology that creates, maintains, and spreads particular types of meaning.

abstract: This dissertation examines the organizational discourse of business meetings in a Kuwaiti financial organization (Innovative Kuwait Co., pseudonym) and an American non-profit trade organization (Global Phoenix, pseudonym). Specifically, I explore the discourse and social identities, agency, and power used in staff members' task-oriented business meetings (Bargiela-Chiappini & Harris, 1997). The study is based on ethnographic business meetings data collected during eight months of fieldwork in 2010, 2011 and 2012. I used three major qualitative methodologies: observation, audio recording, and feedback focus group. In this study, I propose three research questions: 1) How does agency of staff members reflect membership in the corporate culture of an organization as a whole? 2) How is power used in relation to agency in business meetings? And 3) How are discourse and social identities of staff members enacted in business meetings? The analyses of ethnographic and fieldwork data demonstrate similar and different business linguistic behaviors in the two companies. In Innovative Kuwait Co., male managers are responsible for opening and closing the meetings. They also perform power by using language directives and suggestions directed to staff members. In contrast, female staff members in the Kuwaiti company participated insignificantly in meetings and produce more nonverbal cues. However, in one meeting, a female manager organized the discussion by controlling topics and giving directions. In Global Phoenix, female managers outnumber their male counterparts; therefore, agency, power, discourse, and social identities are performed differently. Female managers are responsible for opening and closing the meetings and for organizing the overall discussions. Additionally, female and male staff members participate equally and they interrupted their colleagues less frequently compared to staff members in Kuwait. Interestingly, American staff members laugh and joke more together than staff members in Kuwait. The findings of this dissertation will contribute to existing linguistic literature on business discourse and the examination of social meanings and structures in organizations, explaining how language shapes the actions and relationships of business staff members. This dissertation will also encourage business people to become mindful of the role of language and language training in developing and maintaining the corporate culture of their organizations. / Dissertation/Thesis / Ph.D. English 2012

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-10-17T17:39:49Z No. of bitstreams: 1 Hercules Brasil Vernalha.pdf: 637304 bytes, checksum: 2a04b42609fbab1340539d51573941fa (MD5) / Made available in DSpace on 2016-10-17T17:39:49Z (GMT). No. of bitstreams: 1 Hercules Brasil Vernalha.pdf: 637304 bytes, checksum: 2a04b42609fbab1340539d51573941fa (MD5) Previous issue date: 2016-08-16 / This research aims to investigate the reasons for the deliberate use of Anglicisms in Brazilian contemporary business discourse, especially if they don´t help to understand the idea to be communicated. Literature on the crossing of languages and on both ancient and modern linguas francas is examined in this work in order to understand the way languages influence each other. Main historical and modern influences on Portuguese language are also studied, with special attention to English interaction process. Critical Discourse Analysis (CDA), as proposed by N. Fairclough, is the methodology chosen for the investigation of the business discourse in this work. Formative influences of CDA are studied through a literature review on the many approaches of discourse analysis in both Anglo Saxon and French lines. Management and business magazines available in newsstands, Internet business sites and business e-mail messages form the corpus of this research.As a result of the work, it is possible to establish four categories of underlying reasons for the deliberate and seemingly unnecessary use of Anglicisms in Brazilian contemporary business discourse: euphemization, belonging, valorization and commodification.Euphemization is the word chosen to express the way enterprises hide or dissimulate initiatives that can be consideredharmful or inadequate in their discursive manifestation. Belonging refers to the sense of acceptance as a member of the contemporary(post-Fordist)business discourse group in opposition to the classic(Fordist)business discourse group.The word Valorizationis used to express the way oldjobs and work practices and methodologies have had their names and titles changed in order to make them sound more attractive. Commodificationis the process whereby social goods that ought not to be treated as commodities, like education and health,have been transformed into objects of tradewhiletheir discursive domainhas been colonized by the advertising discourse / Esta pesquisa visa a investigar as razões do uso deliberado de anglicismos no discurso empresarial contemporâneo do Brasil, particularmente nos casos em que eles não colaboram para aclarar a ideia comunicada. A literatura sobre o cruzamento de línguas e sobre antigas e modernas línguas francas é examinada no trabalho, com o propósito de compreender a maneira pela qual as línguas exercem influência umas sobre as outras. Também são estudadas as principais influências históricas e modernas sobre a língua portuguesa, com especial ênfase ao processo de interação com o idioma inglês. A metodologia adotada para a investigação do discurso empresarial neste trabalho é a Análise de Discurso Crítica (ADC) proposta por N. Fairclough, cujas origens formativas são estudadas por meio de uma revisão da literatura que trata das várias abordagens de análise de discurso, nas linhas anglo-saxã e francesa. O corpus da pesquisa é composto por revistas de administração e negócios de caráter popular, sítios eletrônicos específicos e mensagens de e-mail trocadas no ambiente empresarial. A partir da investigaçãoapresentada neste trabalho é possível estabelecer quatro categorias de razões subjacentes ao uso deliberado e aparentemente desnecessário dos anglicismos no discurso empresarial contemporâneo do Brasil: eufemização, pertencimento, valorização e comodificação. Eufemizaçãoé o termo escolhido para expressar a maneira pela qual as empresas procuram esconder ou dissimular, em suas manifestações discursivas, iniciativas que possam ser consideradas inadequadas ou prejudiciais.Pertencimento remete à condição de aceitação como membro do grupo que se identifica com o discurso empresarial contemporâneo (pós-fordista) em oposição ao discurso empresarial clássico (fordista).Valorizaçãoexpressa a forma pela qual antigas profissões, práticas e metodologias laborais têm seus títulos e nomes alterados para que pareçam mais atrativos. Comodificação refere-se ao tratamento de mercadoria que se dá a serviços de domínios sociais cujo alvo não é a produção de bens de consumo, como educação e saúde, enquanto seus discursos são invadidos pelo discurso da publicidade

This study aims to explore communication deviances and strategies in the negotiation discourse of Malaysian-Australian business encounters, from both a linguistic and nonlinguistic perspective. Specifically, it sees miscommunications/deviances as factors that may hinder the business communication process and prevent the negotiators from achieving their objectives. The study also focuses on strategies, or those discourse skills which promote successful business negotiation. The research method is based on the analysis of discourse generated from initial 'perception' interviews, business meetings, and post-meeting 'follow-up' interviews. The research involved a cross-section of Malaysian and Australian business people from various industries; such as tourism, information technology, hospitality and financial services. The initial 'perception' interviews were intended to gather data on the prior experiences of Malaysian and Australian businesspeople, both in terms of the reported difficulties and strengths in their business interactions and dealings in Western Australia. In the second stage of the analysis, the deviances which signalled miscommunication in the negotiation were identified in the recorded meeting data. Also identified were the strategies which were used by the negotiators to increase the likelihood that their goals will be achieved. The objective of the research was then to interpret why these strategies were being used, and their influence on the negotiation process. From the data a pattern emerged in the way that deviance occurred, and the way that strategies were being performed. This has made it possible to group deviance and strategies and present the findings thematically. Altogether, five themes identified, these were: Management of topics, Building rapport; Ethical business conduct; Building recognition; Styles in business practice. The study has shown that business communication discourse reflects the embedded culture of its speakers. Topic management was also found to play an important role in the business meetings as it enabled the participants to more effectively lead their discussion towards its intended goal. Both the deviance and strategies have been managed by the business negotiators in the way they select the appropriate topic categories in order to effectively maintain the discussion throughout the meeting.

In this thesis, I use a multi-perspectival analytical approach to investigate the paralanguage of naturally occurring work-based Instant Message conversations. My research into the field of computer-mediated discourse analysis (CMDA) has shown that written non-verbal cues have been considered as important means of contextualising text-based computer-mediated communication (CMC), yet their scholarly treatment has been scant. Previous findings about the importance paralanguage in CMD have been further strengthened by the findings of the field of business communication: in the virtual work environment the lack of audio-visual information has been found to contribute to miscommunication and consequently hinder cooperation. The linguistic devices and discursive strategies that are used in order to compensate for the limitations imposed by the text-based communicative channel have therefore been identified as in need of further exploration. In this thesis, I have outlined a CMC cue system based on the previous findings of CMDA to investigate the range of cues used as non-verbal signals in workplace text- based CMC. I have also used a multi-perspectival approach based on the theoretical frameworks of interactional sociolinguistics, communities of practice, relational work and politeness and conversation analysis (CA) in order to investigate the range of interactional roles of paralanguage during computer-mediated business conversations. The interpretive CA-informed analysis I have conducted has provided evidence of the important role of non-verbal signals during the contextualisation of complex transactional and relational communicative goals in the workplace. The analysis in this thesis has provided two significant results: firstly, by incorporating the findings of research into paralanguage of spoken as well as other written genres it resulted in a comprehensive description of the orthographic and typographic non-verbal cues used in text-based CMC and, secondly, by drawing on the multi-perspectival framework, it allowed for a description of the complex interactional functions of these cues during the contextualisation of content and relational intent and the creation of interactional coherence in IM.