<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2447-4193</journal-id>
<journal-title><![CDATA[Revista Brasileira de Política e Administração da Educação]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Brasileira de Política e Administração da Educação]]></abbrev-journal-title>
<issn>2447-4193</issn>
<publisher>
<publisher-name><![CDATA[Associação Nacional de Política e Administração da Educação]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2447-41932020000100293</article-id>
<article-id pub-id-type="doi">10.21573/vol36n12020.99452</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Uma perspectiva sistêmico-discursiva sobre a mercantilização e a estratégia de gestão do ensino superior]]></article-title>
<article-title xml:lang="en"><![CDATA[A systemic-discursive perspective on commodification and higher education management strategy]]></article-title>
<article-title xml:lang="es"><![CDATA[Una perspectiva discursiva sistémica sobre la mercantilización y la estrategia de gestión de la educación superior]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[LAUS-GOMES]]></surname>
<given-names><![CDATA[VICTOR]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[ANDREONI]]></surname>
<given-names><![CDATA[RENATA]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Católica de Brasília  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Faculdade Instituto Brasileiro de Ciências Médicas Juscelino Jubitschek  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>01</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>01</month>
<year>2020</year>
</pub-date>
<volume>36</volume>
<numero>1</numero>
<fpage>293</fpage>
<lpage>309</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S2447-41932020000100293&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S2447-41932020000100293&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S2447-41932020000100293&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O objetivo deste trabalho é analisar as escolhas discursivas do Grupo Estácio ao apresentar sua estratégia organizacional. Sob uma perspectiva sistêmico-discursiva, são discutidos os conceitos de sistema, sentido e comunicação. No contexto de expansão da educação privada evidenciam-se novas posturas e práticas educacionais e de gestão que privilegiam a visão de negócio e a mercantilização das relações. Termos e expressões que antes eram restritos ao sistema econômico, sob o código lucro/prejuízo, são incorporados e singularizados em uma semântica própria da estratégia educacional privada.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de este trabajo es analizar las elecciones discursivas del Grupo Estácio al presentar su estrategia organizacional. Desde una perspectiva discursiva sistémica, se discuten los conceptos de sistema, significado y comunicación. En el contexto de la expansión de la educación privada, se evidencian nuevas actitudes y prácticas educativas y de gestión que enfatizan la visión empresarial y la comercialización de las relaciones. Los términos y expresiones que antes estaban restringidos al sistema económico, bajo el código de ganancias/pérdidas, se incorporan y singularizan en una semántica propia de la estrategia educativa privada.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Gestão Educacional]]></kwd>
<kwd lng="pt"><![CDATA[Teoria dos Sistemas Sociais]]></kwd>
<kwd lng="pt"><![CDATA[Estratégia Organizacional]]></kwd>
<kwd lng="pt"><![CDATA[Semântica da Estratégia]]></kwd>
<kwd lng="en"><![CDATA[Educational Management]]></kwd>
<kwd lng="en"><![CDATA[Social Systems Theory]]></kwd>
<kwd lng="en"><![CDATA[Organizational Strategy]]></kwd>
<kwd lng="en"><![CDATA[Semantics of Strategy]]></kwd>
<kwd lng="es"><![CDATA[Gestión Educativa]]></kwd>
<kwd lng="es"><![CDATA[Teoría de los Sistemas Sociales]]></kwd>
<kwd lng="es"><![CDATA[Estrategia Organizacional]]></kwd>
<kwd lng="es"><![CDATA[Semántica de la Estrategia]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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</article>
