Reputação sensível : aproximações entre os discursos reputacionais e as dimensões sensíveis acionadas pela natura

Abstract

Since the 1990s, Reputation has participated in organizational strategies in view of its possible intentional triangulation: (1) impact on long-term financial performance; (2) visibility and public appreciation through good placements in rankings promoted by research institutes; and (3) possibility of greater emotional symbolic exchange and bonding with stakeholders. We also recognize the approximations between sustainable performance and reputational legitimation, as their practice promotes (publicly) the balance between economic, environmental and social interests. Through these conceptions, this study aims to reflect on the expressions and discursive elements that configure/define the Sensitive Reputation; discuss how research on Reputation has highlighted these expressions and these aspects; and reveal the materiality of the sensitive dimensions - emotions, feelings and affections - triggered in Natura's reputational discourses. To meet the objectives, we opted for Depth Hermeneutics (THOMPSON, 2002), with a Case Study (STAKE, 1995) from the Natura company, using the Discourse Analysis technique (ORLANDI, 2015) and we approached elements of discursive textual analysis (MORAES; GALIAZZI, 2006). The results show that Natura's discourses materialize what we call Sensitive Reputation through narratives that emphasize – and reiterate – the feelings of well-being, active resentment, empowerment, as well as affections of trust, self-love, pride, empathy and admiration.