Modelos culturais de gestão empresarial: um estudo com valores-modalidade na interface entre linguística cognitiva e antropologia cognitiva

Abstract

This thesis is the result of an investigation of cognitive structures and processes, more precisely the ‘cultural model’ theoretical construct, whose theoretical ground creates an interface between Cognitive Linguistics (e.g., LAKOFF, 1987; KÖVECSES, 2005, 2010, 2017; LAKOFF; KÖVECSES, 1987; LAKOFF; JOHNSON, 1980) and Cognitive Anthropology (e.g., BENNARDO; MUNCK, 2014; D’ANDRADE, 1995; D’ANDRADE; STRAUSS, 1992; HOLLAND; QUINN, 1987). Considering that cultural models are presupposed in the worldview, attitudes, behaviors and values of any cultural groups, it aims to reconstruct the dominant cultural model of business management of an industry of the metal-mechanic sector on the analysis of discursive-linguistic manifestations of a sample of individuals. This research presents two basic contributions that support its relevance: (a) to test a theoreticalmethodological design for the research of cultural models and (b) from its results, to offer a way to understand and increase the company management process efficiency, identifying modality-values that guide the dominant cultural model. In this regard, a qualitative-evaluative methodology is adopted in a case study aiming to reconstruct the dominant cultural model through propositions, metaphors, metonymies and its related values. Such reconstruction occurs from data obtained through a descriptive and exploratory theoretical-methodological design proposed that includes: semi-structured interview, transcribed and marked by Conversation Analysis adapted notations; elaboration and application of Likert scale; and also a modalityvaluation scale, proposed by Feltes (2018b). Reading processes are constitutive of the whole methodological device, from the relation between the organizational guidelines reading, fulfilled by the research sample and in the semi-structured interview and Likert scale, as well as by the researcher in her analytical-interpretative procedure of the corpus built from interviews. The main find refers to the current dominant cultural management model of the investigated organization, oriented especially by QUALITYVO, EFFICIENCYVO, UNIONVN+, ADAPTATIONVN+, and COMMUNICATION (person to person)VN, which ones are related to propositions, metaphors and metonymies. These cultural values shared among the sample of participants presents motivational force, since they involve determination of actions in corporate practices.