A discursivização da cultura organizacional de Zero Hora: a auto-referencialidade como estratégia de produção de efeito de sentido de imagem

Abstract

This study is a reflection on communication as a vital force of every organization, which leads it to relate with its public by means of messages. The focus of the analyses is the articulation of the media organization Zero Hora (ZH). The marks of self-referentiality that are present in the discursiveness of the organizational culture, revealing fragments of texts of the “Editor’s Letters” column. The articulation of the organization reveals cultural values like credibility, quality and responsibility, conferring visibility on aspects concerning itself. The specificity of the effects of its self-referential operations falls upon the conditions for producing effects of sense of image.