Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-06-30T14:45:46Z No. of bitstreams: 1 DIS_DANIELA_SEIBT_COMPLETO.pdf: 2821809 bytes, checksum: 655f82937ef250d242440ffa7d549efb (MD5) / Made available in DSpace on 2017-06-30T14:45:46Z (GMT). No. of bitstreams: 1 DIS_DANIELA_SEIBT_COMPLETO.pdf: 2821809 bytes, checksum: 655f82937ef250d242440ffa7d549efb (MD5) Previous issue date: 2017-03-29 / The rescue of a memory has been one of the most amazing events of both cultural and political nature, during the last years, and has raised special interest in the study of Brazilian organizations, where the use of memories is a strategy to trigger identification, concept of belonging and humanization of the organization itself, strengthen the way corporations are perceived and valued. The current work suggests a discussion on how organizations are using institutional content and speech should take place enlarging scope and strategic use of memories. Furthermore, brings to light aspects of the emotional dimension of the company?s memory, identifying though brief analysis the intent and emotional response imbedded in the memory speech. This is a quality focus research, based on Speech Analysis methodology, that brings together the perspectives of Dominique Maingueneau and Patrick Charaudeau. The mapping of the resources presents the theoretical perspectives on memory and its different approaches (individual, collective, social, institutional); communication and organizational culture, identification, perception, and value: emotional response, and the organizational speech. Studying the so called Espa?o Mem?ria Banrisul puts in place an effort that targets the understanding of the connections between memory speech and the company?s communication practices in what regards company?s memory. It also uncovers the speech strategies used to communicate a memory and emotional response they trigger on the audience. It is expected that, by the end of this research, relevant considerations can be presented to professional on Social Communication and Public Relation. / A emerg?ncia da mem?ria ? um dos fen?menos culturais e pol?ticos mais surpreendentes dos ?ltimos anos e tem despertado interesse especial nos estudos organizacionais brasileiros, no que diz respeito ?s possibilidades de uso da mem?ria como estrat?gia de identidade, pertencimento e humaniza??o das organiza??es, fortalecendo a imagem e a reputa??o corporativa. O presente estudo prop?e uma discuss?o acerca do envolvimento dos discursos e conte?dos institucionais produzidos pelas organiza??es, ampliando a vis?o estrat?gica dos usos da mem?ria. Al?m disso, contempla aspectos da dimens?o emocional da mem?ria de empresa, identificando em breve an?lise as rela??es de intencionalidade e emotividade no discurso de mem?ria. Esta pesquisa tem abordagem qualitativa e est? ancorada metodologicamente pela An?lise do Discurso, num composto das perspectivas de Dominique Maingueneau e Patrick Charaudeau. O levantamento bibliogr?fico apresenta as perspectivas te?ricas sobre mem?ria e suas diferentes abordagens (individual, coletiva, social e institucional); comunica??o e cultura organizacional, identidade, imagem e reputa??o; emo??es; e o discurso organizacional. Atrav?s do estudo do Espa?o Mem?ria Banrisul busca-se compreender as rela??es entre o discurso de mem?ria e as pr?ticas de comunica??o de mem?ria das empresas, analisar as estrat?gias discursivas utilizadas na comunica??o de mem?ria e identificar que emo??es elas provocam no p?blico. Pretende-se, ao final desta pesquisa, que se possa apresentar considera??es relevantes ao campo de atua??o dos profissionais de Comunica??o Social e Rela??es P?blicas.