Organizational narrative to promote the engagement
DOI:
https://doi.org/10.30962/ec.1049Keywords:
Comunicação, Narrativa, OrganizaçõesAbstract
This study aims to analyze the role of organizational narratives for the promotion of engagement. The research is focused on the argumentative function and mobilizing capacity of the narratives produced by organizations and intended for its stakeholders. It adopts interpretive perspective, to understand the organizational narratives, their ability to argumentation and mobilization to action, having as theoretical studies of narratology, the narrative perspective of organizations, the text theory, action theory and the theory of speech acts. As the object of study are analyzed promotional materials developed by the Fondation Cité Internationale Universitaire de Paris (CIUP) intended to gain the support of patronage. To this end, the research is based on methodologies of analysis of discourse and content analysis.Downloads
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