Estratégias discursivas, poder e imagem organizacional: o caso da Samarco e o desastre de Mariana

Abstract

This work presents a discursive analysis of four videos that make up an institutional campaign carried out by the mining company Samarco after the rupture of an iron ore tailings dam in Mariana/MG, observing aspects related to the adequacy of the discursive strategies adopted, in addition to reflecting on the power relations expressed through the campaign and the impacts of such discourses on the mining company's organizational image. To carry out the analyses, Discourse Analysis was adopted as methodological support, a discipline belonging to the area of ​​Linguistics and which presents itself as a useful interdisciplinary tool for research in the field of Social Communication. The analyzes were based on bibliographies in the areas of Public Relations and organizational communication (KUNSCH, 1984, 2014, 2018; BARBEIRO, 2010).