ABSTRACT
The objective of this study is to analyze, under a critical and reflexive approach, the trust and its instrumentalization in the discourse of managers as a modality of control of teachers in Private Higher Education Institutions (HEI) in the light of the managerialist ideology in times of neoliberal advancement. It is an exploratory-descriptive research, with contributions the critical analysis of discourse (FAIRCLOUGH, 2016), managerialist ideology and clinical sociology, fulfilled in a municipality of Minas Gerais with 12 managers of 3 private HEIs. The results revealed that the communication and expression of trust in HEIs is instrumental in managerial discourse to euphemize the relations of control and domination, through ideological strategies such as: creating a closer relationship with teachers in favor of engagement (through management of affections); the teacher's responsibility for their hiring and permanence (through the repression of the critical posture); and the search for their total identification with the HEI (through the idealization of the institution). Thus, there is a teaching insertion in an uncritical mass, under the auspices of the managerial power that poses as a faithful servant of HEI and not only of it, but of a logic that imprisons him affectively.
Keywords:
Trust; Management Discourse; Control; Managerial Ideology; Private HEI