The construction of the corporate discursive ethos: the use of self and the notion of competence

Abstract

The working world and the laborious activity reveal, in organizations, a distance between prescribed work and actually carried out work. Language of how and about work builds up a regulated and idealized world whose corporate work capabilities place the organization culture and the use of the one who works. The target, herewith, is to analyse communication documents of Itaú-Unibanco bank through the understanding of the declarative scene built up by the organization. As theoretical framework, one uses ergology postulates, where the relation between language and work is regarded, according to Schwartz and Durrive (2010); speech analysis postulates, with an emphasis on declarative-discursive  assumptions related to the concepts of declarative scene, scenography and ethos according to Maingueneau ( 2008, 2016a). The research corpus corresponds to discursive documental pieces of Itaú-Unibanco bank which are presented at the institution official site.