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RODRIGUES, Andréa Leite; MORIN, Estelle  and  STREHLAU, Suzane. The image of executives in the media: a study of newspapers in Québec. Cad. EBAPE.BR [online]. 2009, vol.7, n.2, pp.232-251. ISSN 1679-3951.

Morin, Giroux e Pauchant (2001) researched professional recognition identification practices among Health and Social Services' executives from Quebec, CA. Interviewees reported a lack of recognition by the population, partially influenced by midia content, which caused demotivation and contributed to their burn out and loss of meaning of work. Upon this, a study was carried on to identify the image built by the 10 most important newspapers in this province between 1993-2003. The qualitative method applied was supported by corpus design and content analysis. Results indicate that newspapers presented executives as victims, resources and claimers. Finally, we proposed brief actions that can be taken in order to transform newspapers in positive meaning co-producers for executives.

Keywords : work; midia; corpus design; content analysis; image; sense making.

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