Abstract
In this chapter, the author introduces an innovative proposition: the study of the body within the business environment. Therefore, she proposes the observation of the behavioral pattern communicated by corporations to their employees, regarding the way they are supposed to act both internally and externally. There is a sequence the bodies are expected to perform, a theological sequence. Thus, this chapter’s primary goal is to propose a critical consideration which allows identifying the strength of this transformation, recognizing it as a trait of the culture of Western capitalism.
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Notes
- 1.
The author is a researcher of the body within the organizational environment underpinned by the bodymedia theory (Greiner and Katz). During her master’s at the Pontifical Catholic University (PUC) in São Paulo, she wrote her thesis on the impact of body study on the education of communication professionals and new business practices (2008), available at http://www.sapientia.pucsp.br/tde_busca/arquivo.php?codArquivo=6806. During her doctorate, also at PUC between 2011 and 2015, her dissertation gave continuity to the same theme.
- 2.
Report excerpted from the author’s master’s thesis “The impact of the body study on the education of communication professionals and new business practices”, presented in 2008 at Pontifical Catholic University (PUC) in São Paulo (Bambini 2008).
- 3.
Report excerpted from the author’s master’s thesis “The impact of the body study on the education of communication professionals and new business practices”, presented in 2008 at Pontifical Catholic University (PUC) in São Paulo (Bambini 2008).
- 4.
Helena Katz combines her work in cultural journalism with academic activities is a lecturer in the Communication of the Arts of the Body course and in the Communication and Semiotics Program at PUC-SP, where she finished her doctorate (1994) with the thesis “Um, Dois, Três: A Dança é o Pensamento do Corpo” (freely translated as “One, Two, Three: Dancing is the Body ’s Way of Thinking”), published in 2005. She holds a degree in philosophy from the Faculty of Philosophy and Education of the State University of Rio de Janeiro (1971) and has been a dance critic since 1977. She coordinates the Center for Dance Studies-CED, which she founded in 1986, a research group certified by CNPq. In 2010, she also became a teacher at the School of Dance of the Federal University of Bahia. Researcher, professor, critic, and speaker in the areas of Communication and Arts, she has been working along with Christine Greiner, PhD, on the Bodymedia theory (2001, 2003, 2004, 2005, 2007, 2009, 2010) and on a new approach with the research project “The New Statutes of the Body in Post-ideological Societies”.
- 5.
Christine Greiner holds a degree in Journalism from Faculdade Cásper Líbero (1981), a master’s degree in Communication and Semiotics from PUC-SP (1991), a post-doctorate from the Tokyo University (2003), a post-doctorate from the International Research Center for Japanese Studies (2006), and a post-doctorate from the New York University (2007). She is assisting professor at PUC-SP and a member of leading publications: Cairon, a magazine on the study of dance; Telon de fondo, a magazine on theatrical theory and reviews; Sala Preta magazine (USP); Ensaio Geral magazine; and Dança magazine. She has a vast experience in Communication, with emphasis on Communication Theory. Her central themes are arts, semiotics of culture .
References
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de Oliveira Bambini, S.R. (2019). Bodymedia Theory: A Value Proposition for Organizational Culture. In: Thornton, G., Mansi, V., Carramenha, B., Cappellano, T. (eds) Strategic Employee Communication. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-97894-9_2
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