A mídia especializada e a cultura do management

Wood Jr., Thomaz; Paula, Ana Paula Paes de

doi:10.1590/S1984-92302006000300006

Resumos

Neste artigo, procuramos contribuir para a caracterização e compreensão do fenômeno da literatura popular de gestão, que compreende livros e revistas produzidos pela mídia de negócios para consumo rápido dos leitores. Nós estudamos quatro revistas, sendo três produzidas no Brasil e uma internacional. Nosso objetivo é produzir um retrato sobre a orientação e o conteúdo deste tipo de literatura e mostrar que a mídia de negócios auxilia na popularização e legitimação da cultura do management. Para isto, utilizamos a Teoria da Convergência Simbólica e a Análise do Tema de Fantasia. Buscamos, assim, demonstrar que visões partilhadas em pequenos grupos sobre o management estão atingindo as organizações por meio da mídia de negócios, ajudando a consolidar a cultura do management.

In this paper, we aim to contribute to the understanding of the phenomenon of popular management literature, which includes books and magazines produced by the business media for rapid consumption by readers. We studied four magazines: three published in Brazil and one published abroad. Our objective is to depict the general orientation and content of this literature and to show how the business media catalyses the popularization and legitimization of the management culture. As investigative approach, we employed the Theory of Symbolic Convergence and Fantasy Theme Analysis. In doing so, we seek to portray how shared visions, created and enacted in small groups, are disseminated by the business media and reach larger audiences in organizations, helping to foster the management culture.

ARTIGO

A mídia especializada e a cultura do management

Thomaz Wood Jr.^I, Ana Paula Paes de Paula^II

^IProf. FGV-EAESP

^IIProfª FACE/UFMG

RESUMO

Neste artigo, procuramos contribuir para a caracterização e compreensão do fenômeno da literatura popular de gestão, que compreende livros e revistas produzidos pela mídia de negócios para consumo rápido dos leitores. Nós estudamos quatro revistas, sendo três produzidas no Brasil e uma internacional. Nosso objetivo é produzir um retrato sobre a orientação e o conteúdo deste tipo de literatura e mostrar que a mídia de negócios auxilia na popularização e legitimação da cultura do management. Para isto, utilizamos a Teoria da Convergência Simbólica e a Análise do Tema de Fantasia. Buscamos, assim, demonstrar que visões partilhadas em pequenos grupos sobre o management estão atingindo as organizações por meio da mídia de negócios, ajudando a consolidar a cultura do management.

ABSTRACT

In this paper, we aim to contribute to the understanding of the phenomenon of popular management literature, which includes books and magazines produced by the business media for rapid consumption by readers. We studied four magazines: three published in Brazil and one published abroad. Our objective is to depict the general orientation and content of this literature and to show how the business media catalyses the popularization and legitimization of the management culture. As investigative approach, we employed the Theory of Symbolic Convergence and Fantasy Theme Analysis. In doing so, we seek to portray how shared visions, created and enacted in small groups, are disseminated by the business media and reach larger audiences in organizations, helping to foster the management culture.

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Full text available only in PDF format.

REFERÊNCIAS

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BOORMAN, E. G. Fantasy and rhetorical vision: the rhetorical criticism of social reality. Quarterly Journal of Speech, n. 58, p. 396-407, 1972.

DEEKS, J. Business and the culture of enterprise society. Westpost: Quorum Books, Connection, 1993.

FURUSTEN, S. Popular management books: how they are made and what they mean for organizations. Routledge: London, New York, 1999.

Du GAY, P. Enterprise culture and ideology of excelence. New Formations, 13: 4561, 1991.

GIACALONE, R. A.; ROSENFELD, P. (Eds.) Applied impression management: how image-making affects managerial decisions. Newbury Park: Sage, 1991.

GOFFMAN, E. The presentation of self in everyday life. New York, Anchor Books, (1975 [1959] ).

GRITTI, J. Culture e techniques de masse. Brussels: Casterman, 1967.

HARVEY, D. Condição pós-moderna. São Paulo: Edições Loyola, 1996.

HORKHEIMER, M;. ADORNO, T. Dialética do esclarecimento: fragmentos filosóficos. Rio de Janeiro: Zahar, 1985 [1944] .

JACKSON, B. Management gurus and management fashions: a dramatistic inquiry. London: Routledge, 2001.

MANGHAM, I. L.; OVERINGTON, M. A. (1983) "Dramatism and the Theatrical Metaphor". In: Morgan, G. (Ed.) Beyond the method: strategies for social research, Beverly Hills, Sage, 1983.

MAZZA, C.; ALVAREZ, J. L. Haute couture and prêt-a-porter: the popular press and the diffusion of management practices. Organization Studies, 21(3): 567-588, 2000.

MICKLETHWAIT, J.; WOOLDRIDGE, A. The witch doctors. What the management gurus are saying, and how to make sense of it. London: Mandarim, 1997.

MORRIS, P. Freeing the spirit of enterprise. The genesis and development of the concept of enterprise culture. In: KEAT, R. & ABERCROMBIE, N. Enterprise Culture. London: Routledge, p. 21-37, 1991.

POLLIT, C. Managerialism and the public services. Oxford: Basil Blackwell, 1990.

RÜDIGER, F. Comunicação e teoria crítica da sociedade: Adorno e a Escola de Frankfurt. Porto Alegre, EDIPUCRS, 1999.

STRINATI, D. Cultura popular: uma introdução. São Paulo: Hedra, 1999.

BAGGULEY, P. Post-fordism and enterprise culture: flexibility, autonomy and changes in economic organization. In: KEAT, R.; ABERCROMBIE, N. Enterprise Culture London: Routledge, p. 151-167, 1991.
BOORMAN, E. G. Fantasy and rhetorical vision: the rhetorical criticism of social reality. Quarterly Journal of Speech, n. 58, p. 396-407, 1972.
DEEKS, J. Business and the culture of enterprise society Westpost: Quorum Books, Connection, 1993.
FURUSTEN, S. Popular management books: how they are made and what they mean for organizations Routledge: London, New York, 1999.
Du GAY, P. Enterprise culture and ideology of excelence. New Formations, 13: 4561, 1991.
GIACALONE, R. A.; ROSENFELD, P. (Eds.) Applied impression management: how image-making affects managerial decisions. Newbury Park: Sage, 1991.
GOFFMAN, E. The presentation of self in everyday life New York, Anchor Books, (1975 [1959]
GRITTI, J. Culture e techniques de masse Brussels: Casterman, 1967.
HARVEY, D. Condição pós-moderna São Paulo: Edições Loyola, 1996.
HORKHEIMER, M;. ADORNO, T. Dialética do esclarecimento: fragmentos filosóficos. Rio de Janeiro: Zahar, 1985 [1944]
JACKSON, B. Management gurus and management fashions: a dramatistic inquiry London: Routledge, 2001.
MANGHAM, I. L.; OVERINGTON, M. A. (1983) "Dramatism and the Theatrical Metaphor". In: Morgan, G. (Ed.) Beyond the method: strategies for social research, Beverly Hills, Sage, 1983.
MAZZA, C.; ALVAREZ, J. L. Haute couture and prêt-a-porter: the popular press and the diffusion of management practices. Organization Studies, 21(3): 567-588, 2000.
MICKLETHWAIT, J.; WOOLDRIDGE, A. The witch doctors What the management gurus are saying, and how to make sense of it London: Mandarim, 1997.
MORRIS, P. Freeing the spirit of enterprise. The genesis and development of the concept of enterprise culture. In: KEAT, R. & ABERCROMBIE, N. Enterprise Culture London: Routledge, p. 21-37, 1991.
POLLIT, C. Managerialism and the public services Oxford: Basil Blackwell, 1990.
RÜDIGER, F. Comunicação e teoria crítica da sociedade: Adorno e a Escola de Frankfurt. Porto Alegre, EDIPUCRS, 1999.
STRINATI, D. Cultura popular: uma introdução São Paulo: Hedra, 1999.

Datas de Publicação

Publicação nesta coleção
24 Out 2014
Data do Fascículo
Set 2006

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

[1] BAGGULEY, P. Post-fordism and enterprise culture: flexibility, autonomy and changes in economic organization. In: KEAT, R.; ABERCROMBIE, N. Enterprise Culture London: Routledge, p. 151-167, 1991.

[3] BOORMAN, E. G. Fantasy and rhetorical vision: the rhetorical criticism of social reality. Quarterly Journal of Speech, n. 58, p. 396-407, 1972.

[4] DEEKS, J. Business and the culture of enterprise society Westpost: Quorum Books, Connection, 1993.

[5] FURUSTEN, S. Popular management books: how they are made and what they mean for organizations Routledge: London, New York, 1999.

[6] Du GAY, P. Enterprise culture and ideology of excelence. New Formations, 13: 4561, 1991.

[7] GIACALONE, R. A.; ROSENFELD, P. (Eds.) Applied impression management: how image-making affects managerial decisions. Newbury Park: Sage, 1991.

[8] GOFFMAN, E. The presentation of self in everyday life New York, Anchor Books, (1975 [1959]

[9] GRITTI, J. Culture e techniques de masse Brussels: Casterman, 1967.

[10] HARVEY, D. Condição pós-moderna São Paulo: Edições Loyola, 1996.

[11] HORKHEIMER, M;. ADORNO, T. Dialética do esclarecimento: fragmentos filosóficos. Rio de Janeiro: Zahar, 1985 [1944]

[12] JACKSON, B. Management gurus and management fashions: a dramatistic inquiry London: Routledge, 2001.

[13] MANGHAM, I. L.; OVERINGTON, M. A. (1983) "Dramatism and the Theatrical Metaphor". In: Morgan, G. (Ed.) Beyond the method: strategies for social research, Beverly Hills, Sage, 1983.

[14] MAZZA, C.; ALVAREZ, J. L. Haute couture and prêt-a-porter: the popular press and the diffusion of management practices. Organization Studies, 21(3): 567-588, 2000.

[15] MICKLETHWAIT, J.; WOOLDRIDGE, A. The witch doctors What the management gurus are saying, and how to make sense of it London: Mandarim, 1997.

[16] MORRIS, P. Freeing the spirit of enterprise. The genesis and development of the concept of enterprise culture. In: KEAT, R. & ABERCROMBIE, N. Enterprise Culture London: Routledge, p. 21-37, 1991.

[17] POLLIT, C. Managerialism and the public services Oxford: Basil Blackwell, 1990.

[18] RÜDIGER, F. Comunicação e teoria crítica da sociedade: Adorno e a Escola de Frankfurt. Porto Alegre, EDIPUCRS, 1999.

[19] STRINATI, D. Cultura popular: uma introdução São Paulo: Hedra, 1999.