SOCIAL REPRESENTATIONS IN ENVIRONMENTAL ISSUES, IN A MOBILE TELECOMMUNICATIONS COMPANY

Abstract

This study demonstrates the social representations that are present in the discourses of members of a mobile telecommunications company, in relation to environmental issues. It is based on the premise that various strategies are adopted by organizations, in an attempt to disseminate a particular environmental discourse. As these efforts share space with other pressures, a fragmented discourse emerges (FINEMAN, 1996) which is permeated by social representations that are both convergent and divergent, in relation to the objectives of the organization. To understand this process, the Social Representations approach is discussed. The concept adopted is based on the contributions of Moscovici (1981, 1984, 2003a, 2003b). It defends the idea that Social Representations enable the construction of a reality that is shared by a specific social group (JODELET, 1989). Next, the argument focuses on the ecological discourses, and how these tie in with the organizational interests. Finally, a case study carried out at Antena offers empirical evidence to support the discussion. The data were collected by means of documentary research and 40 semi-structured interviews. The analysis was carried out based on Discourse Analysis (FIORIN, 1989), which enabled a mapping of the Social Representations on the environmental theme at Antena.