This diploma thesis is focused on the analysis of internal and external image of the company ABC. This firm has not wished to be specified. The main goal of this thesis was to analyze image of the company ABC operating on the logistics market in the Czech republic. This goal was fulfilled and according to the results, firm has a positive image from the employee and customer point of view. The reader can find final references in the application part of this thesis. First minor goal was to help reader to identify key points of this topic and extend his knowledge about the image of company. The reader can acquire broader information about mentioned topic in the theoretical part and following sections of this diploma thesis improve her/his ability related to the image of specific company. Second minor goal was to describe internal employee point of view and present it to the employer, company ABC. This goal was accomplished as there is a lot of important information and data included in the replies to the questionnaire. Third minor goal was to characterize Czech logistics market and define competitive companies based on the knowledge of employees and customers of the enterprise ABC. The company is considered as one of the main firms but is not the market leader. It was not possible to analyze customer point of view since the internal NPA file did not contain it or the data was incomplete. The author of this diploma thesis used own questionnaire and internal NPA file received by the company ABC to extract the results. He also used a combination of the literal transcription method and following cluster creating technique to construe the conclusions.

Made available in DSpace on 2015-05-14T12:43:21Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1376980 bytes, checksum: 5e775c0e32439ac39c499550f4d716f4 (MD5) Previous issue date: 2009-03-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This present work aims to study the written speech of readers‟ letters published in five newspapers from Recife in the first half of the 19th century: Diario de Pernambuco (1825 1830), Quotidiana Fidedigna (1834 1835), Diario Novo (1842 1852), A Carranca (1845 1847) and O Capibaribe (1848 1849). The aim is to investigate the dialogical relations marked on the linguistic surface and the meaning effects resulted from this dialogization between the enunciator subject and the other. The theoretical presumptions used were: the dialogical theory and the external image contemplation of Bakhtin (2003), the notion of shown heterogeneity of Authier-Revuz (2004), the proposal of the discursive genre of Bakhtin (2003) and Todorov (1980) besides the theory of the discursive traditions of Koch (1997) (apud SIMÕES (2007)) and Kabatek (2006). Rizzini (1977) and (1988) and Pessoa (2002) were used with aims to illustrate the historical trail of the genre letter. Through a descriptive research of a theoretical-empirical hallmark, a documental and bibliographical analysis of qualitative approach was used as a tool of data collecting. The analysis had two steps: GENRE INFORMATIONAL CATEGORIZATION and IMAGES OF THE SUBJECTS / MEANING EFFECTS BETWEEN INTERLOCUTORS. In the analysis, it can be verified that, in relation to the formal aspect, the readers‟ letters kept, in its compositional structure, characteristics of the personal letters of the 16th, 17th and 18th century. In relation to the discursive aspects, it could be seen the presence, in general, of two interlocutors: the direct participant-interlocutor and the indirect participant-interlocutor. However, there was a correspondence in which the presence of a peripheral interlocutor arose, the one who stays around the real discursive addressment. This way, heterogeneity of the others to whom the speech was addressed and was constituted could be noticed. At last, alterations in the linguistic matter of the readers‟ letters that had a public institution / authority as direct participant-interlocutor were identified; as well as in readers‟ letters that had a civil as direct participant-interlocutor. Therefore, it could be seen that this discursive peculiarity happened due to the socio-ideological place occupied by the others, but also due to the image that the enunciator subject has of his interlocutors; this interfering, thus, in the constitution of the written speech. / Este trabalho tem como objeto de estudo o discurso escrito de cartas de leitor publicadas em cinco jornais recifenses da primeira metade do século XIX: o Diario de Pernambuco (1825-1830), Quotidiana Fidedigna (1834-1835), Diario Novo (1842-1852), A Carranca (1845-1847) e O Capibaribe (1848-1849). Seu objetivo é investigar as relações dialógicas marcadas na superfície linguística e os efeitos de sentido resultantes dessa dialogização entre sujeito enunciador e o outro. Os pressupostos teóricos utilizados foram: a teoria dialógica e a contemplação da imagem externa de Bakhtin (2003), a noção de heterogeneidade mostrada de Authier-Revuz (2004), a proposta de gênero discursivo de Bakhtin (2003) e Todorov (1980) além da teoria das Tradições discursivas de Koch (1997) (apud SIMÕES (2007)) e Kabatek (2006). Usou-se Rizzini (1977) e (1988) e Pessoa (2002), a fim de ilustrar o percurso histórico do gênero carta. Através de uma pesquisa descritiva de cunho teórico-empírico, utilizou-se, como instrumento de coleta de dados, uma análise documental e bibliográfica de abordagem qualitativa. As etapas de análise se dividiram em duas: CATEGORIZAÇÃO INFORMACIONAL DO GÊNERO e IMAGENS DOS SUJEITOS/EFEITOS DE SENTIDO ENTRE INTERLOCUTORES. Na análise, verificou-se, quanto ao aspecto formal, que as cartas de leitor conservaram em sua estrutura composicional características das cartas pessoais dos séculos XVI, XVII e XVIII. Quanto ao aspecto discursivo, evidenciou-se a presença, em geral, de dois interlocutores: o participante-interlocutor direto e o participante-interlocutor indireto, no entanto, houve correspondência em que surgiu a presença de um interlocutor periférico, aquele que fica em torno do real endereçamento discursivo. Assim, percebeu-se uma heterogeneidade de outros para quem o discurso se direcionava e se constituía. Por fim, identificaram-se alterações na materialidade linguística de cartas de leitor que tinham por participante-interlocutor direto uma instituição pública/autoridade e cartas de leitor que dispunham de participante-interlocutor direto um civil. Dessa forma, evidenciou-se que essa peculiaridade discursiva ocorreu devido ao lugar socioideológico ocupado pelos outros, mas também à imagem que o sujeito enunciador tem dos seus interlocutores, isso interferindo, assim, na constituição do discurso escrito.

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