Organizational communication and sustainability: concerning the model established within the communicated organization
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2013.139169Keywords:
Organizational Communication. CEBDS. Communicated organization. Sustainability. Triple Bottom Line.Abstract
This article presents a study on the concept of sustainability established as model in important Brazilian organizations and their representative body, the CEBDS – local acronym for Brazilian Business Council for Sustainable Development. The study, which comprised exploratory research in institutional websites, calls attention to the dimension of “communicated organization”(Baldissera, 2009a) as a place where organizations offer images of themselves – discursive ethos (Maingueneau, 2008). The results demonstrate the institution of the triple bottom line (Elkington, 2000) as the model of sustainability adopted by such organizations, and the interpretative analysis of the model ratifies the centrality of the economic dimension.
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