Abstract

LAUS-GOMES, VICTOR  and  ANDREONI, RENATA. A systemic-discursive perspective on commodification and higher education management strategy. Revista Brasileira de Política e Administração da Educação [online]. 2020, vol.36, n.1, pp.293-309.  Epub July 27, 2020. ISSN 2447-4193.  https://doi.org/10.21573/vol36n12020.99452.

The aim of this paper is to analyze the discursive choices of the Estácio Group when presenting its organizational strategy. From a systemic-discursive perspective, the concepts of system, meaning, and communication are discussed. In the context of private education expansion, new educational and management practices are evidenced. Terms and expressions that were previously restricted to the economic system, under the code profit/loss, are incorporated and singularized in a semantics proper to private educational strategy.

Keywords : Educational Management; Social Systems Theory; Organizational Strategy; Semantics of Strategy.

        · abstract in Portuguese | Spanish     · text in Portuguese     · Portuguese ( pdf )