Projecto de Investigao

Fragmentos de um discurso estratgico 1

(ou a experincia de estratgia)

Rogrio Ferreira de Andrade

Estratgia
no uma palavra fcil
palavra para todas as estaes
Duplos da estratgia
so a f, o improviso, a imaginao
- mas o que se perde na traduo?
(Dois haikus elaborados pelo autor)

Resumo
Estratgia no uma palavra fcil. Muitos de ns usam-na, outros abusam, alguns
enjeitam-na e h quem nunca a profira. Habitumo-nos a v-la tocada pelo dom da
infalibilidade e no centro de uma trindade vocabular que tem, de um lado, a gesto e, do
outro, o campo a influenciar, como por exemplo na expresso gesto estratgica da
comunicao. Neste projecto de investigao propomo-nos, em fragmentos soltos, captar
os usos discursivos e a experincia de estratgia. Porque estratgia no definitivamente
uma palavra fcil, os duplos da estratgia sero tambm examinados, isto , essas outras
palavras com que a pretendemos substituir para a tornar mais suportvel, embora, entendase, continuando a fazer o mesmo de sempre, isto , influenciar pessoas e campos de aco.
Palavras-chave
Estratgia, experincia de estratgia, comunicao, duplos da estratgia, discurso

Rogrio Ferreira de Andrade doutorado em Cincias da Comunicao pela Universidade Nova de Lisboa.
Os seus interesses preferenciais de ensino e de investigao so os Estudos organizacionais; Comunicao
estratgica; Processos de sentido nas organizaes (identidades, imagens e reputaes); Discursos e
narrativas organizacionais; Media, novos media e ambientes crticos das organizaes; Movimentos sociais e
campos da aco estratgica; Democracia organizacional e abusos.

Ttulo inspirado na obra de Roland Barthes Fragments dun discours amoureux (1977), Paris: Seuil
(traduo portuguesa: Fragmentos de um discurso amoroso, Lisboa: Edies 70, s/d)

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