Spelling suggestions: "subject:"empresas certificados"" "subject:"empresas certificado""
1 |
O discurso da sustentabilidade de empresas certificadas na construção civil / The Discourse of Sustainability of Certificated Companies in Construction Industry (Inglês)Santos, Paulo Sérgio Fernandes dos 31 July 2017 (has links)
Made available in DSpace on 2019-03-30T00:16:24Z (GMT). No. of bitstreams: 0
Previous issue date: 2017-07-31 / Even after three decades since the beginning of Sustainable Development (SD) approaches, the local Construction Sector (RCC) appears to be adept at this "new concept", in some cases, stammering out the terms required by the developers to expand a sustainable vocabulary, mainly aimed at investment stakeholders, at other times with the aim of increasing the real estate menu. Hence, sustainability has been included in the repertoire of certifications. However, terminologies used by construction companies do not always include all the constructs related to socio-environmental concepts, in which the links between statements and sustainable practices can be reduced to the fulfillment of managerial, ethical or even palliative requirements of socio-environmental and urban impacts. On the other hand, the slogans expressed in the missions of these companies focus on items aimed at consumption and the maintenance of competitive advantage, as an goal in itself. In this qualitative, investigative and critical research, are investigated sustainable concepts emitted by three large local builders, with similar organizational profiles, responsible for certified residential and commercial buildings. The theoretical basis used for scientific reflection has been configured by articles and publications in managerial practices, in Marketing, Corporate Social Responsibility (CSR) and Corporate Sustainability) (SC). This phenomenon was analysed by Critical Discourse Analysis) (ACD) method, previously tested in related researches, aplied in the national and international researches. First of al, it begins with interviews conducted with representatives of companies, related to management, construction, and marketing, visiting construct sites, inside and outside of them. Then, a documentary analysis was done, dissecting the texts and images of the probed objects, classified in the three predefined categories, correlated to the theoretical basis. It was noticed that in a historical context of socioeconomic transitions, focused on managerialist hegemony, endowed with a discursive practice based on "ethics" and quality, maintained in three types of speeches, so-called partial and omitted. It was concluded that the discourse expressed by the companies surveyed still does not dialogue with the seminal postulates about sustainability in which certifications integrate marketing items of little cognition, but endowed with high confidence. In addition, it has been observed that sustainable actions became limited when affected by the economic base and few sustainable constructs are actually applied, prevailing the fallacy of the rationalist bureaucracy, forming an apparently paternalistic and collaborative corporate ideology according with the State, but little efficient in the face of the constant search for mitigation of impacts caused to natural environment and society.
Keywords: Corporate sustainability. Critical discourse analysis. Green certifications. Construction industry. / Após três décadas desde o início das abordagens feitas acerca do Desenvolvimento Sustentável (DS), o Ramo da Construção Civil (RCC) local aparenta ser adepto de um ¿novo dialeto corporativo¿ repleto de termos que incrementam o cardápio imobiliário. Igualmente, a sustentabilidade passou a ser incluída no repertório das certificações. No entanto, comumente ocorrem distorções epistemológicas sobre esse fenômeno nos âmbitos acadêmicos e corporativos, produzindo-se equívocos sobre os construtos sustentáveis. Nesse caso, aumentam-se os riscos de distorcerem-se os termos voltados ao mero cumprimento de requisitos gerenciais, éticos ou mesmo paliativos dos impactos urbanos. Em vista disso, nessa pesquisa de cunho qualitativo, investigativo e crítico, sondou-se o uso de conceitos sustentáveis emitidos por três grandes construtoras locais, com perfis organizacionais semelhantes, responsáveis por obras residenciais e comerciais certificadas. A base teórica utilizada para a reflexão margeou os artigos e publicações em práticas Gerencialistas, em Marketing, em Responsabilidade Social Corporativa (RSC) e Sustentabilidade Corporativa (SC). Para a investigação do fenômeno, utilizou-se do método da Análise Crítica do Discurso (ACD), previamente testado em pesquisas afins, nos campos nacional e internacional. Inicialmente, foram feitas entrevistas com os representantes das empresas, dentro e fora dos canteiros de obra. Em seguida, foi feita uma análise documental, dissecando-se temas, textos e as imagens de folders e páginas virtuais, classificados em categorias predefinidas, correlatas à base teórica. Percebeu-se que em um contexto histórico de transições socioeconômicas, mantem-se o uso de uma hegemonia econômica, dotada de uma a prática discursiva baseada na ¿pseudo-ética¿ e no consumo de ícones arquitetônicos. Conclui-se que não existe um diálogo entre a prática corporativa e os postulados seminais acerca da sustentabilidade. Prevalece a falácia originária da burocracia racionalista, formadoras de uma ideologia aparentemente paternalista e colaborativa com o Estado, mas pouco eficiente diante da busca constante da mitigação dos impactos causados ao meio ambiente e à sociedade.
Palavras-chave: Sustentabilidade corporativa. Análise crítica do discurso. Certificações verdes. Construção civil.
|
Page generated in 0.0495 seconds