Coaching interno: do discurso gerencialista ao sequestro da subjetividade

Abstract

This article analyzes how the instrumentalization of coaching by organizations, as a managerial practice, provides the reproduction of managerial precepts that are in line with the kidnapping of the worker’s subjectivity. To this end, semi-structured interviews were carried out with 11 managers who conducted such intervention in the workplace. Data interpretation is based on the textual oriented Critical Discourse Analysis. Although coaching at work raises reflexivity, such pratice is at the service of the managerial ideal, reaffirming the social ideal of performance worship, which propagates individual self (and high) responsibility. The paradox is that subjectivity – hyper-requested to give way to a “fulfilling subjectivity” – was represented discursively as an obstacle to personal development, which is inseparable from organizational concerns. Finally, the role of resistance within the aforementioned intervention is discussed.