Acceso usuarios
Marcelo de Barros Tavares
O artigo apresenta os discursos de diversidade, equidade e inclusão (DEI) nas organizações brasileiras como corpus de estudo para o (re)pensar dos enfoques teóricos de relações públicas (Simões, 1995). Parte-se do princípio que as narrativas organizacionais, construídas em prol da diversidade, articulam estratégias de comunicação com os públicos de interesse, e podem realçar representações culturais de estruturas sociais influenciadas pela dominação masculina e ausência de interseccionalidade. O objetivo é refletir sobre a convergência da teoria da função política de relações públicas com os discursos de DEI nas organizações. A metodologia vale-se de pesquisa documental e bibliográfica (Moreira, 2012), apoiada ao amparo teórico-metodológico da encenação dos discursos (Charaudeau, 2010) e do método da cena (Rancière, 2018), para a articulação de uma matriz teórica capaz de ser a lente de análises futuras sobre as (im)possibilidades das relações públicas neste ecossistema.
This article presents discourses on diversity, equity, and inclusion (DEI) in Brazilian organizations as a corpus of study for (re)thinking theoretical approaches to public relations (Simões, 1995). It starts from the principle that organizational narratives, constructed in favor of diversity, articulate communication strategies with stakeholders and can highlight cultural representations of social structures influenced by male domination and the absence of intersectionality. The research problem centered on: how can the theoretical approaches of the political function of public relations connect to the scenes of dissent in diversity practices within organizations? To this end, the objective is to reflect on the convergence of the theory of the political function of public relations with DEI discourses in organizations. In this sense, it is assumed that the discourses and practices enacted in organizational environments produce and/or constitute cultural representations in the actors involved. The reflection proposed in this text is outlined by a theoretical path that begins with the thought of Bourdieu (2023), contributing to the understanding of how field theory can influence (or not) the habitus of social actors, especially in social structures strongly demarcated by male domination. Cultural representations, as discussed by Chartier (1990), constructed from these discourses, can connect with the acceptance of what is considered "normal" in society (Butler, 2019), and be totally dissociated from the intersectionality (Collins, 2022) present in society. The methodological procedures are contemplated with documentary and bibliographic research (Moreira, 2012), which constitute data collection and analysis techniques for the reflection proposed in this text. The distinct dimensions of diversity, as presented by the Charta der Vielfalt (2021), impact multiple perspectives on diversity practices in organizations, especially due to the social and cultural issues of organizational ecosystems, and can be considered through the lens of intersectionality (Collins, 2022). In this article, these perspectives are termed scenes of dissent, based on the theoretical-methodological proposal of Marques (2022), using the equality method proposed by Jacques Rancière (2018). The theoretical-methodological support for this reflection is conditioned by the possibility of staging discourses of diversity (Charaudeau, 2010), linked to the scene method (Marques, 2022). From the proposed reflection, emerge (im)possibilities and limitations of the field of public relations in the face of the context of diversity in organizations. When the individual is seen as merely an executor of communication actions and strategies -with a purely operational carácter- there is a disregard for the activity's power of cultural transformation. This perspective can limit and/or restrict the capacity of public relations to act in organizational discussions about organizational discourse and practices. The market-oriented approach to public relations (Simões, 1995) can reinforce the stereotype of an individual focused only on performative practices, constructing evasive and generic discourses. By prioritizing external reputation over internal transformation, organizations miss the opportunity to base organizational discourse practices on an effective and social character. The cultural resistances rooted in society constitute the third dimension for the (im)possibilities of the matrix of theoretical approaches to public relations. Practice needs to consider that, however well planned, actions clash with organizational habitus, generally dominated by patriarchal and normative structures. In this sense, there is a risk of co-opting diversity discourses in favor of a positive image management strategy, without a proper correlation with guiding organizational principles. The configuration of communication geared towards image crises can be both a trend and a risk for certain organizational environments. This constitutes the fourth dimension of risk for public relations practice, as the use of "cynical-degenerative" strategies (Baldissera et al., 2025) can compromise the social transformations that should and/or need to be orchestrated in organizational environments. In this way, communication - and especially public relations - comes to be seen as factual practices, and not as practices of social and civic development. The fifth dimension of (im)possibilities may be conditioned by critical training in the teaching-learning process of professionals. Public relations education in Brazil needs to overcome the technical and instrumental perspective (Tavares, 2023) and become an environment for reflection on social issues, especially regarding diversity, equity, and inclusion. Looking at DEI practices in the context of public relations training can contribute to actors being better prepared to face intersectional dilemmas in organizational dissent scenarios.
