The different sides of the same coin: representations of social responsibility in a Brazilian bank
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2013.139176Keywords:
Social representations. Social responsibility. Organizational communication.Abstract
This article aims at identifying the social representations of social responsibility in the institutional advertising of a Brazilian bank and the speech of its employees and clients. Taking as a reference the social representations theory: representations were identified in institutional TV ads using the semiotic method; a survey was conducted on a sample of 640 employees and 377 student clients. The results show different representations. The one conveyed by the company seeks to legitimize its interests. Employees develop representations of identity in a way that is close to the official discourse. Clients represent according to their status as consumers. These representations are in tune with the hegemonic representation of capitalism.
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