Contribuições da análise semiótica do discurso para os estudos de identidade organizacional: o instagram da Perini em destaque.

Abstract

In the literature on organizational identity, under the aegis of the Discourse Analysis method (CARDOSO et al., 2016; BEYDA; MACEDO-SOARES, 2010), there was a shortage of publications with this bias in the literature. Brazil. This dissertation aims to fill this gap by investigating the theoretical-methodological contributions that the Semiotic Discourse Analysis can provide to organizational identity studies. To reach the pre-established objectives, a qualitative and exploratory research was carried out on the subject, which was supported by documentary research. In order to allow an incursion into the sensible universe of the enunciator, it was decided to analyze the social network Instagram of Perini. In this sense, the problem on which this research focused was: how the Discursive Semiotics (GREIMAS, 1973) can be useful to analyze the relations between the organizational identity of Perini and the publicity pieces published in his Instagram during the year 2017 ? The Semiotic Analysis of the Discourse began with the construction of the Gerative Path of Sense of the selected advertising pieces, which went through the analysis of the three levels that compose it: fundamental, narrative and discursive. Additionally, based on the findings found during the elaboration of said course, the results of this investigation were listed and the characteristics of the organizational identity of the organization were inferred.