Análise do discurso no institucionalismo organizacional: possibilidades a partir do discurso midiático

Abstract

The essay aims to discuss implications and methodological possibilities of analyzing media discourse participating in the social (re)construction of active institutional patterns. Drawing on Phillips, Lawrence and Hardy's (2004) framework, discourse and organizational institutionalism are articulated, inserting media as a participant in constructing social reality as an actor that is both influenced by and influential inside in an institutional context, appearing as a symbolic system, and as an interactional loci. Implications and possibilities regarding how to proceed methodologically in terms of performing empirical investigations approaching and studying media discourse in organizations – and in organizational fields – are outlined.