Abstract
This work presents as a general theme the functioning of the urban technological park Porto Digital, located in the Bairro do Recife, PE. It is an enterprise aimed at the Information and Communication Technology (ICT) sector, whose annual economic revenue is approximately R$ 2.86 billion. The research aimed to investigate the discourse of Porto Digital about its performance in the Bairro do Recife from the analysis of its Manual of Corporate Social Responsibility. For the construction of its theoretical contribution, we resorted to studies by Fairclough (2001)FAIRCLOUGH, Norman. Discurso e mudança social. Tradução de Magalhães. Brasília: Editora Universidade de Brasília, 2001. on Critical Discourse Analysis; Thompson (1995)THOMPSON, John B. Ideologia e cultura moderna: teoria social crítica na era dos meios de comunicação de massa. Petrópolis, RJ: Vozes, 1995. with the means of manifestation of ideology; and Gramsci (1971GRAMSCI, A. et al. Selections from the prison notebooks. London: Lawrence and ishart, 1971.) to discuss hegemonic relations. In terms of methodology, we adopted an analytical qualitative model, based on the three-dimensional model proposed by Fairclough (2001)FAIRCLOUGH, Norman. Discurso e mudança social. Tradução de Magalhães. Brasília: Editora Universidade de Brasília, 2001., through the application of the following strategic steps: 1st - perception of a social problem with semiotic aspects; 2nd - identification of obstacles to overcome the problem; 3rd - investigation of the role of the problem in practice; 4th - investigation of possible ways to overcome obstacles; 5th - reflection on the analysis. As a result, it is possible to identify the presence of a neoliberal ideology, whose discursive order aims to guarantee the maintenance and permanence of the domain of the business community, which, in turn, is institutionalizing itself as an agent of transformation in the city of Recife.
Keywords:
Critical Discourse Analysis; technology; power; neoliberalism