From entrepreneurial discourse to brand discourse – an overview
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2021.185839Keywords:
Language, Communication, Discourse, Entrepreneurial discourse, Brand discourseAbstract
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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