From entrepreneurial discourse to brand discourse – an overview

Authors

  • Carminda Silvestre Universidade de Coimbra

DOI:

https://doi.org/10.11606/issn.2238-2593.organicom.2021.185839

Keywords:

Language, Communication, Discourse, Entrepreneurial discourse, Brand discourse

Abstract

People are involved in work processes, in economic and social structures in which the operationalization of a given discourse is reconfigured into new practices and their respective organizational structures. Language, in its dialectical relationship with society, is part of these changes. This testimony aims to map ongoing discursive changes through a personal view, discussing how the field of linguistics applied to business emerges and is adapted, as well as how discursive practices integrated into the managerial discourse are reconfigured into brand discourse.

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Author Biography

  • Carminda Silvestre, Universidade de Coimbra

    Professora Coordenadora aposentada do Politécnico de Leiria. Investigadora do Centro de Estudos de Linguística Geral e Aplicada (Celga-Iltec) da Universidade de Coimbra.

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Published

2021-09-21

How to Cite

SILVESTRE, Carminda. From entrepreneurial discourse to brand discourse – an overview. Organicom, São Paulo, Brasil, v. 18, n. 36, p. 187–198, 2021. DOI: 10.11606/issn.2238-2593.organicom.2021.185839. Disponível em: https://revistas.usp.br/organicom/article/view/185839.. Acesso em: 25 jun. 2024.