tools of legitimacy-the case of the petrobras corporate blog

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1、OrganizationStudieshttp://oss.sagepub.com/ToolsofLegitimacy:TheCaseofthePetrobrasCorporateBlogMarcosBarrosOrganizationStudiespublishedonline1May2014DOI:10.1177/0170840614530914Theonlineversionofthisarticlecanbefoundat:http://oss.sagepub.com/content/early/2014/04/23/0170840614530914Publ

2、ishedby:http://www.sagepublications.comOnbehalfof:EuropeanGroupforOrganizationalStudiesAdditionalservicesandinformationforOrganizationStudiescanbefoundat:EmailAlerts:http://oss.sagepub.com/cgi/alertsSubscriptions:http://oss.sagepub.com/subscriptionsReprints:http://www.sagepub.com/journ

3、alsReprints.navPermissions:http://www.sagepub.com/journalsPermissions.nav>>OnlineFirstVersionofRecord-May1,2014WhatisThis?Downloadedfromoss.sagepub.comatChinaEuropeIntn.BussinessonMay9,2014530914OSS010.1177/0170840614530914OrganizationStudiesBarrosresearch-article2014ArticleOrganizatio

4、nStudies1–20ToolsofLegitimacy:TheCase©TheAuthor(s)2014Reprintsandpermissions:ofthePetrobrasCorporateBlogsagepub.co.uk/journalsPermissions.navDOI:10.1177/0170840614530914www.egosnet.org/osMarcosBarrosUniversitéduQuébecenOutaouais,CanadaAbstractInthispaperweexplorehoworganizationsareusin

5、gnewsocialtechnologiesastoolsinthediscursivestruggleoverlegitimacy.Usingcriticaldiscourseanalysis,weinvestigateonesuchstrugglebetweenthecorporateblogpublishedbyPetrobras,Brazil’sstate-ownedoilcompany,andtraditionallocalnewspapers.Inthisparticularbattle,Petrobrasusedseveraldiscursivestr

6、ategiestochallengethemedia’slegitimacyandbuilditsowncredibility.Furthermore,wesuggestthatPetrobras,tounderlineandtosupportthesestrategies,employedameta-discursivestrategybasedonadiscourseofe-democracythatgaveitlegitimacyasadiscourseproducer.Inaddition,thisarticlecontributestotheliterat

7、ureonorganizationaldiscoursebyuncoveringthenewsocialmedia’scharacteristicofhyper-intertextualitythatwascentralintransformingthedynamicsofpowerandresistanceandthenatureofdiscursivestrategies.Ourworkanalyseshoworganizationscanactivelyandeffectivelyengagethesenewtools,whichembodysociall