O discurso das fundações corporativas: caminhos de uma "nova" filantropia?

ARTIGOS

O discurso das fundações corporativas: caminhos de uma "nova" filantropia?

Jacquelaine Florindo Borges; Rodrigo Miranda; Valdir Machado Valadão Júnior

Universidade Federal de Uberlândia

RESUMO

O investimento social privado se realiza, muitas vezes, por meio das fundações corporativas. Este artigo analisa como as fundações constroem discursivamente sua relação com a empresa e a sociedade a partir do tema responsabilidade social. O método de análise de discurso é utilizado com o objetivo de identifi car e compreender como a companhia e a sociedade estão presentes no discurso de seis fundações. A análise revela que, além de protagonistas na criação de valor social, essas entidades vêm desempenhando um papel estratégico para a companhia, conforme a retórica da "nova" filantropia. Primeiro, quando assumem a função de dialogar com os stakeholders, tornando-se pontos de referência para a compreensão das necessidades, dos interesses e das expectativas da sociedade. Segundo, como espaço ampliado de gestão, visto que a companhia está presente de forma significativa no discurso das fundações.

Palavras-chave: Discurso, estratégia, filantropia, fundações, responsabilidade social.

ABSTRACT

Private social investment usually takes place through corporate foundations. This article analyzes how foundations shape a discourse to create a relationship with corporations and the society based on social responsibility. The discourse analysis method is used here to identify and understand how the company and the society are present in the discourse of six foundations. The analysis reveals that corporate foundations are not only the protagonists in the creation of social value, but they are also playing a strategic role in the company. This happens, first, when these foundations dialogue with stakeholders, becoming a point of reference for the understanding of the necessities, interests and expectations of the society. Second, because they are an amplified space for management, as the company is significantly present in the discourse of foundations.

Keywords: Discourse, strategy, philanthropy, foundations, social responsibility.

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Artigo recebido em 04.05.2007.

Aprovado em 20.08.2007.

Jacquelaine Florindo Borges

Mestre em Administração pela Universidade Federal de Uberlândia. Interesses de pesquisa nas áreas de relações organização e sociedade, estudos organizacionais, análise de discurso, estratégia, gestão e complexidade. E-mail: [e-mail] Endereço: Av. Mato Grosso, 1982, Uberlândia −MG, 38400-724.

Rodrigo Miranda

Mestre em Administração pela Universidade Federal de Uberlândia. Interesses de pesquisa nas áreas de estudos organizacionais, estratégia, teoria critica, gestão em organizações do terceiro setor. E-mail: [e-mail] Endereço: Av. Teresina, 1565, Umuarama, Uberlândia − MG, 38405-324.

Valdir Machado Valadão Júnior

Doutor em Engenharia de Produção pela UFSC. Interesses de pesquisa em responsabilidade organizacional e responsabilidade socioambiental. E-mail: [e-mail] Endereço: Av. João Naves de Ávila, 2121, Campus Santa Mônica, bloco F, sala 1 F 225, Santa Maria, Uberlândia – MG, 38400-902.

Datas de Publicação

• Publicação nesta coleção
  03 Fev 2011
• Data do Fascículo
  Dez 2007