Inclusão de minorias nas organizações de trabalho: análise semiótica de uma estratégia de recrutamento de uma multinacional de fast food

Abstract

The inclusion of social minorities in work organizations is a delicate issue with regard to socio-organizational dynamics, marked by its reference to a hegemonic (and ideological) worker model that hierarchizes real possibilities to the subjects who distance themselves from such reference . Discourses for inclusion and development remain as a way of subjectively manipulating worker, without actually integrating and empowering him the organizational structure. This paper tries to reflect about limits and possibilities in this process, from a bibliographical research on the women, blacks, gays and people’ situations with disabilities in the labour market and then to relate this context to a semiotic analysis of a recruitment strategy of a large company in Brazilian context. Main results suggest that companies still reproduce social spaces of stigmatization. We warn managers that the inclusion perspective must not be seen as a legal requirementor any other work appropriation mechanism. It is necessary do understand inclusion as a process which cano promote organizational, social and human development.